By name or by deed? Identifying the source of the feminist stigma

Prejudice and discrimination against feminists were explored across two contexts, a workplace and a social setting. We examined university students' reactions to a woman who called herself a feminist, behaved like a feminist by challenging sexism, did both, or did neither. In Study 1, participants ( N = 177) evaluated a job candidate less favorably when she called herself a feminist after controlling for perceived assertiveness and participants' feminist self‐identification. However, our results showed no evidence of hiring discrimination. In Study 2, participants ( N = 184) evaluated a peer less favorably and were less willing to befriend and date her when she called herself a feminist, controlling for perceived assertiveness. Participants were also less willing to befriend her when she behaved like a feminist. The contextual nature of the feminist stigma and the influence of perceived assertiveness are discussed.