Gaucher, Friesen, and Kay (2011: “GFK” hereafter) found that women perceive jobs to be less appealing when job adverts use masculine wording—a result they attributed to women's lower evaluations of “belongingness.” As masculine wording is used more often in male-dominated jobs, GFK concluded that gendered wording in job adverts may deter women from entering such jobs. In light of growing general interest in joining new ventures (“start-ups”), we replicate and extend GFK's study to compare start-ups and established firms. Interestingly, we find that GFK's original findings are replicated in the context of start-ups, but not in established firms. We propose and adduce evidence that the unique context of start-ups may prime women to respond especially sensitively to gendered wording, via positive expectancy violation.

中文翻译：

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招聘广告中的性别措辞是否会阻碍女性加入初创企业？ Gaucher、Friesen 和 Kay (2011) 的复制和扩展

Gaucher、Friesen 和 Kay（2011 年：以下简称“GFK”）发现，当招聘广告使用男性化措辞时，女性会认为工作吸引力降低——他们将这一结果归因于女性对“归属感”的评价较低。由于男性主导的工作中更常使用男性用语，GFK 得出的结论是，招聘广告中的性别化措辞可能会阻止女性进入此类工作。鉴于人们对加入新企业（“初创企业”）的兴趣日益浓厚，我们复制并扩展了 GFK 的研究，以比较初创企业和老牌企业。有趣的是，我们发现 GFK 的原始研究结果在初创企业中得到了复制，但在老牌企业中却没有得到复制。我们提出并举出证据表明，初创企业的独特背景可能会促使女性通过积极的预期违反而对性别措辞做出特别敏感的反应。