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Adherence to masculine norms and stereotypes has been linked to negative consequences for men, suggesting that liberating men from the bonds of traditional masculinity would be beneficial (Courtenay, 2000; Pollack, 1998). However, when people deviate from stereotypic expectations, they encounter backlash (i.e., social and economic penalties; Rudman & Phelan, 2008). The current research demonstrated backlash in the form of prejudice against modest (i.e., atypical) men and supported predictions derived from the status-incongruity hypothesis (SIH) to account for backlash (Rudman, Phelan, Moss-Racusin, & Nauts, 2009). Modest men were perceived as violating men's proscriptions linked to low status (e.g., weakness and uncertainty), as well as agentic men's prescriptions linked to high status (e.g., confidence and ambition). By contrast, status-neutral communal traits were not an explanatory factor in backlash. These findings suggest that perceived status violations underscore backlash, pressuring men to conform to masculine norms and stereotypes that limit their human potential.

We present evidence that shifting hiring criteria reflects backlash toward agentic ("masterful") women (Rudman, 1998). Participants (N = 428) evaluated male or female agentic or communal managerial applicants on dimensions of competence, social skills, and hireability. Consistent with past research, agentic women were perceived as highly competent but deficient in social skills, compared with agentic men. New to the present research, social skills predicted hiring decisions more than competence for agentic women; for all other applicants, competence received more weight than social skills. Thus, evaluators shifted the job criteria away from agentic women's strong suit (competence) and toward their perceived deficit (social skills) to justify hiring discrimination. The implications of these findings for women's professional success are discussed.

We investigated the effect of priming gender roles on women's implicit gender stereotypes, implicit leadership self-concept, and interest in masculine and feminine careers. Women primed with traditional gender roles (e.g., a male surgeon and a female nurse) showed increased automatic gender stereotypes relative to controls; this effect mediated their reduced interest in masculine occupations. By contrast, exposure to nontraditional roles (e.g., a female surgeon and a male nurse) decreased women's leadership self-concept and lowered their interest in masculine occupations, suggesting that female vanguards (i.e., successful women in male-dominated careers) can provoke upward comparison threat, rather than inspire self-empowerment. Thus, priming either traditional or nontraditional gender roles can threaten progress toward gender equality, albeit through different mechanisms (stereotypes or self-concept, respectively).