Measures of Implicit Gender Attitudes May Exaggerate Differences in Underlying Associations among Chinese Urban and Rural Women

Abstract

The oppression of women in rural China is more severe than in urban China, not only because the two areas differ in terms of social hierarchy, but also because urban women are more likely to fight against their subordination, which is endorsed by conventional social views on gender. To independently assess these relationships, we applied the Quadruple Process model to measure the processes underlying implicit gender attitudes in a sample of urban and rural females. The results indicated that the urban women had higher in-group favoritism than did the rural women. Application of the Quad model, however, showed that pro-women associations were similarly activated among urban and rural women, but that women in rural settings more effectively inhibited activated associations. Differences in inhibition, rather than in activated associations, appear to account for the less favorable attitudes among rural women. Thus, the differences in attitudinal responses among urban and rural women exaggerate the differences in underlying evaluative associations with respect to gender and conceal differences in self-regulating the expression of those associations.

Keywords

• implicit attitude
• gender attitude
• self-regulation
• automatic associations
• multinomial model