The effects of the charisma signal and voice pitch in female leader selection

Abstract

Women are often discriminated against in leader selection contexts. This study examines the charisma signal, voice pitch, and their interaction in female leader selection (i.e., perceptions of [non-incentivized and incentivized] hirability, competence, and warmth). We derive our hypotheses from signaling theory and the evolutionary perspective on charisma. Based on three pre-registered experiments (total N = 2,408), we found that the charisma signal increases female applicants’ hirability (not significantly in Study 2), while the results were mixed for competence and warmth. Study 1 showed that small changes in voice pitch of ± 20 Hz did not affect any of the outcomes. In Studies 2 and 3, we altered the female applicant’s voice to a low, average, and high female pitch. Study 2 showed that only a low but not a high voice pitch increased perceived hirability and competence (while perceived warmth remained unaffected). Study 3 showed that only low voice pitch decreased warmth. Furthermore, Study 3 suggested that female applicants who signal charisma can outperform a standard male applicant in terms of hirability, competence, and warmth. Furthermore, the interaction between the charisma signal and voice pitch did not predict any of the outcomes. Theoretical contributions, practical implications, and limitations are discussed.