Open Access

Ihuoma Faith Obioma, Tanja Hentschel, Alina S. Hernandez Bark

• Studies on the content of gender stereotypes have been conducted primarily in the United States, while research in other, particularly non-Western, countries is scarce. In this research, we assessed and compared the content of gender stereotypes and self-characterizations in Germany—a Western European country—and Nigeria—a West African country. We asked 403 Germans and Nigerians to rate three target groups (either men in general, women in general, or themselves) on 74 agentic and communal characteristics. We found that Nigerian women were rated as more agentic and more communal than German women, while German men were rated as more communal than Nigerian men, but similarly on agency. On self-characterizations, Nigerian men rated themselves as more communal than German men, but again similarly on agency; Nigerian women rated themselves as more agentic and more communal than German women. Within-country comparisons showed that in Germany, men and women were perceived as similarly agentic and communal, while in Nigeria, men and women were perceived as similarly agentic, but women were perceived as more communal than men (by both others and when rating themselves). Further analysis on individual agentic and communal characteristics, however, showed important differences in stereotypes and self-characterizations of men and women in both countries that were obscured when looking at overall agency and communion. Our results show that gender stereotyping of oneself and others is complex and highlights the impact of culture on people's perceptions of gender.