Four groups of marketing students (N=91) viewed color videotapes of four women interviewing for a middle management position, rated each applicant on five management characteristics, and made hiring recommendations for each applicant. The four applicants were videotaped in each offour costumes representing four levels of masculinity. Analysis of variance was used to estimate the effect of costume, person, gender of the respondent, and possible interactions on perception of management characteristics and on hiring decisions. The results showed that masculinity of clothing had a positive effect on (a) the perception of management characteristics, and (b) favorability of hiring decisions. Although gender differences were not statistically significant, females tended to rate the applicants as more forceful and self-reliant and were more likely to hire than were males.
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