What Is Likeability Bias? Why Successful Women Face It at Work

When women are assertive at work — speaking up, pushing back, taking charge — they’re often liked less than men who do the same. The reason? These women are violating the expectation that they’ll be warm and communal. Researchers call this likeability bias, and it’s one of the most consistent findings in gender research.

Now a new study has identified another norm violation that triggers likeability bias. Women who display high cognitive ability — who come across as intellectually capable and analytical — are treated with more hostility and helped less often than men with the same abilities. And, because likeability bias can masquerade as a legitimate (albeit subjective) judgment (e.g., “I just don’t like her”), it can be hard to recognize and push back on. That said, here’s what you can do to counter it:

• Share the research. When people understand that this bias exists and is unfair, they’re less likely to act on it.
• If you hear language that could stem from likeability bias, ask, “What makes you say that?” This works because it’s nonconfrontational and prompts the other person to examine their assumptions.
• Build your coalition. Research shows that women with strong peer networks are better positioned to navigate bias.

And know that there is reason to take heart. As more women rise into leadership, high competence in women becomes more visible, and likeability bias gradually weakens. Every woman who refuses to hide her abilities is, in a small but real way, shifting the norm for women who come after her.