The subject of sexualization is highly controversial and has been discussed extensively in academic literature. It refers to the process whereby individuals are evaluated based on their physical appearance and attractiveness rather than their actual skills, abilities, achievements, or contributions. In this sense, it can be argued that sexualizing people's behavior or actions has become a common practice in modern societies.
Researchers have found that women who wear revealing clothing tend to be perceived as less intelligent and competent than those who dress more modestly. Similarly, studies conducted among university students show that men who possess muscular physiques tend to receive higher grades than those who do not.
It seems clear that there is a strong relationship between how people present themselves and how they are judged by others.
What remains unclear is whether this link also holds for performance evaluations and job outcomes. This study will explore this issue by examining the relationship between sexualized perceptions and evaluation of competence in various contexts. To achieve this objective, three experiments were carried out using different methodologies and participants.
In experiment one, participants read a description of a manager who had recently hired two employees. The first employee was described as being both hardworking and sexually attractive, while the second was portrayed as equally productive but much less appealing. Participants then rated both workers on their competence, intelligence, and performance. The results indicated that the more sexually attractive worker received higher ratings across all dimensions, suggesting that attractiveness affects how individuals are assessed.
Experiment two followed a similar design, except that participants read about an athlete instead of an office employee. Again, the results showed that the more sexually attractive athlete received better marks from spectators. Interestingly, however, the effect of attractiveness was stronger when the sport involved high levels of physical exertion (such as running or swimming) rather than low ones (like golf).
The final experiment sought to replicate these findings in a different setting. Participants listened to audio recordings of a teacher delivering a lecture and were asked to rate his/her performance. Half of them heard a male voice, while the other half heard a female voice with equal abilities. The study found that men's voices received lower grades if they were recorded at a pitch typically associated with women. Therefore, there appears to be no gender-specific bias regarding vocal attractiveness.
It seems clear that sexualized perceptions can influence people's evaluation of others' competence and performance. This finding has significant implications for organizations since it suggests that employers may unfairly favor attractive candidates over those who deserve recognition based on their actual skills and merits.
It is concerning that individuals can also receive biased evaluations depending on factors beyond their control, such as their gender identity or voice type. To address this issue, managers should strive to create a work environment where everyone feels valued regardless of appearance and encourage fairness in promotions and rewards.
How does sexualized perception shape the evaluation of performance and competence?
Research has shown that when individuals perceive their peers as having sexually desirable traits, they tend to evaluate them more positively on their competency than those who do not possess these characteristics (e. g. , Brooks et al. , 2018).