Both role incongruency theory (Eagly & Karau, 2002) and the lack of fit model by Heilman (1983) suggest that the underrepresentation of women in leadership positions can be explained by the male-typedness of leader prototypes. We examine how women and men project their gender prototypes onto leader prototypes. We found initially that men more so than women projected their gender prototypes on leader prototypes. For men there is more of an overlap between a prototypical men and a prototypical leader than there is an overlap between a prototypical woman and a prototypical leader. Women, however, do not engage in so called relative ingroup projection.
In the current study, we further decompose this finding asking whether the gender difference in relative ingroup projection on leadership prototypes is driven by female prototypes, male prototypes, and/or leader prototypes. We further examine to what extent this gender difference is more manifested on positively valenced or negatively valenced attributes of prototypes. Our findings show that, while women and men have similar prototypes of leaders and men on both positively and negatively valenced attributes, men relative to women have less favorable prototypes of women but only on positively valenced attributes. An interesting implication is that efforts to address gender differences in the projection of gender prototypes onto leader prototypes should focus less on leader prototypes and more on the female prototypes. Theoretically, our findings allude to the importance of distinguishing between more subtle (evaluating the outgroup less positively on positive properties) and less subtle forms (evaluating the outgroup more negatively on negative properties) of outgroup derogation.