|
Abstract:
|
Females are under -represented in advertising agencies by a ratio of 2 .3 to 1 . This paper examines the impact of gender proportions on an individuals regulatory focus (Higgins 1997 ) . The theory of proportional representation (Kanter 1977 ) states that individuals in the severe minority within a group may be unable to acclimate to the group , causing performance and identification problems . Regulatory focus theory (Higgins 1997 ) states that there are two types of regulatory foci , a promotion focus and a prevention focus , which bring about different goal pursuits and strategies for success . It was predicted that proportional representation scenarios could induce regulatory focus , with majority representation inducing a promotion focus and minority representation inducing a prevention focus . Results from Studies 1a , 1b and 1c do not find support for this prediction . In Study 2 , regulatory fit is used to explain the moderating effect of proportional representation on regulatory focus . Regulatory fit states that a match “between a person’s orientation to an activity and the means used to pursue that activity” (Higgins 2000 , p . 1218 ) brings about a feeling of fit , causing the person to value and enjoy the task more and to have greater motivation on the task . It was predicted that membership both in a promotion focus and in the majority or membership both in a prevention focus and in the minority should bring about a feeling of fit resulting in increased motivation and value placed on the task , thus better results on the task . Study 2 tested seven dependent variables , and found support for fit for three of the dependent variables . In addition , one dependent variable measuring the generation of novel uses for a brick better supports the predictions of the theory of proportional representation than those of regulatory focus . Theoretical and practical implications are given . |