Attempting to change sex role attitudes in adolescents: explorations of reverse effects

Previous interventions designed to reduce sex role stereotypes have been successful with women, but frequently have had no effects, or reverse effects, with men. These interventions have generally used presentations emphasizing women's roles. In the present study, three experiments were conducted using media presentations focusing on men. Two of these produced reverse effects in women. Despite the brevity of the interventions, the effects persisted three or four weeks later, and were intensified, suggesting a sleeper effect. These male-focused presentations produced positive effects in the male subjects in all three experiments, though these did not reach statistical significance. The results strongly suggest that current sex differences in sex role attitudes are partially due to situational determinants (as well as developmental factors). Implications of reverse effects for counselors and educators are discussed.