Word: effective
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...effect was starkest, however, when researchers compared women's salaries to those of men, while also taking into account their gender-role biases. Men with traditional attitudes not only earned more than other men with egalitarian attitudes, but their annual salary was $14,404 greater than women with traditional attitudes, and $13,352 greater than women with egalitarian attitudes. Put differently, men with traditional attitudes made 71% more than women with traditional attitudes, while egalitarian-minded men made just 7% more than their female counterparts...
...What really surprised us was the magnitude of the difference," says Judge. "We suspected that 'traditional' gender-role attitudes would work against women. What surprised us was the degree to which that effect held, even when you start controlling for a variable that you think would make the effect go away, like how many kids you have, or how many hours you work outside the home, what type of occupation." When the researchers controlled for education, intelligence (based on the participants' IQ test scores), occupation, hours worked and even what region they lived in the United States, Judge found that...
...judgments about a prospective employee's gender attitudes, on the basis of things like a more conservative style of dress or hairstyle and demure mannerisms, Judge says. "I wouldn't be surprised," he says, "if employers are treating these women differently." Employers perhaps should be aware of this subconscious effect and make more of an effort to be fair. "Most employers," says Judge, who studies gender differences in negotiating skills, "wouldn't be happy to see a big salary differential between men and women in the workplace...
...says. "Older people do have more traditional views but each year the [attitude] gap between those that hold traditional views, and those that believe men and women are equal is narrowing. One would be hopeful that for new entrants into the workforce, this won't be as much an effect...
McCain's team has the running mates appear together far more often than is the norm, forfeiting the mathematical advantage of covering two states at a time in order to keep them side by side, resulting in seemingly quadruple the effect, excitement and resonance...