According to a recent study published in Science Communication, when scientific messaging comes from a woman scientist, people are more likely to perceive them as likable, competent, and trustworthy compared to male scientists.
The authors first asked an equal sample of men and women to view mock Instagram photos that featured either a man or woman scientist. The participants were then asked to rate each scientist’s likability. The photographs’ subjects had similar physical appearances and were performing similar lab actions.
On average, women scientists were perceived as more likable than their male counterparts. This increase in likability caused the participants to view the women scientists as more competent and trustworthy. However, there was a difference in participants’ responses based on their own gender. Women participants were more likely to view male scientists favorably, while men were more likely to prefer women scientists.
The study was authored by Austin Hubner, assistant professor of communications at the University of Louisville, and Olivia Bullock, assistant professor of advertising at the University of Florida. Dr. Hubner is set to join Dr. Bullock as a faculty member in the University of Florida’s College of Journalism and Communications for the fall 2025 semester.