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For instance, a recent study in the revealed that straight women tend to hire gay men over other heterosexual individuals because they perceive gay men to be more competent and warmer.
Furthermore, marketing researchers have suggested that straight women prefer to work with gay male sales associates over others in consumer retail settings.
We then asked the women how sincere they felt the responses were.
The female participants were then asked how likely they would be to trust the individual’s dating advice.
I also recruited gay male participants, and had them complete the same task (with the gay men viewing Facebook profiles depicting a straight female, gay male or lesbian female).
We had women read this news article and then indicate how much they would trust a straight woman or a gay man in various dating-related scenarios.
When women read the news article about the increased competition, their trust in gay men was amplified.
Eric Russell does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.