Reactions to Affirmative Action Policies in Hiring: Effects of Framing and Beneficiary Gender

Abstract

Affirmative action policies aim to reduce gaps between social groups, yet they are often perceived negatively. The present research examined reactions to an organization’s preferential treatment policy based on gender, focusing on whether positive versus negative framing of the scenario and gender of the beneficiary matter for these reactions. The results of two preregistered experiments conducted in Sweden (N = 556) did not provide support for the hypothesis that framing the affirmative action scenario as adding minority women compared to framing it as rejecting majority men would produce more favorable perceptions and reduced feelings of resentment. Moreover, we found no support for the hypothesis that the effects of framing would be weaker in the case of male beneficiaries compared to female beneficiaries. However, we found clear support for the hypothesis that the policy was perceived more favorably when the beneficiary was female rather than male. Theoretical and practical implications are discussed.