Conformity to sex-typed norms, affect, and the self-concept

The self-concept plays an important role in conformity to sex-typed social norms. Normative beliefs that men are powerful, dominant, and self-assertive and that women are caring, intimate with others, and emotionally expressive represent possible standards for whom people ought to be and whom they ideally would like to be. In the present research, to the extent that sex role norms were personally relevant for participants, norm-congruent experiences (i.e., those involving dominance for men and communion for women) yielded positive feelings and brought their actual self-concepts closer to the standards represented by ought and ideal selves.