Who do they think they are?: A social-cognitive account of gender differences in social sexual identity and behavior at work

To understand who initiates social sexual behavior (SSB) at work, we examine the strength of individuals’ social sexual identity (SSI), a self-definition as a person who leverages sex appeal in pursuit of personally valued gains. Using a social-cognitive framework that explores the intersection of personality, motivation, and situations, six studies (N = 2,598) establish that SSI strength is a novel predictor of SSB, including sexual harassment, and SSI strength mediates gender differences in SSB tendencies. We find that men’s (but not women’s) propensity to initiate SSB increases when pursuing self-enhancement goals (e.g., a powerful image), and these gender differences are mediated by momentary SSI strength. By contrast, the adoption of self-transcendence (e.g., affiliation) goals mitigates gender differences in SSB. Together, these findings illustrate the central role of the self-concept in explaining why and when gender differences emerge in patterns of SSB.