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  • Academy of Management Journal

Diversity Thresholds: How Social Norms, Visibility, and Scrutiny Relate to Group Composition

By: Edward H. Chang, Katherine L. Milkman, Dolly Chugh and Modupe Akinola
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Abstract

Across a field study and four experiments, we examine how social norms and scrutiny affect decisions about adding members of underrepresented populations (e.g., women, racial minorities) to groups. When groups are scrutinized, we theorize that decision makers strive to match the diversity observed in peer groups due to impression management concerns, thereby conforming to the descriptive social norm. We examine this first in the context of U.S. corporate boards, where firms face pressure to increase gender diversity. Analyses of S&P 1500 boards reveal that significantly more boards include exactly two women (the descriptive social norm) than would be expected by chance. This overrepresentation of two-women boards—a phenomenon we call “twokenism”—is more pronounced among more visible companies, consistent with our theorizing around impression management and scrutiny. Experimental data corroborate these findings and provide support for our theoretical mechanism: decision makers are discontinuously less likely to add a woman to a board once it includes two women (the social norm), and decision makers’ likelihood of adding a woman or minority to a group is influenced by the descriptive social norms and scrutiny faced. Together, these findings provide a new perspective on the persistent underrepresentation of women and minorities in organizations.

Keywords

Social Norms; Impression Management; Groups and Teams; Governing and Advisory Boards; Diversity; Gender; Decision Making

Citation

Chang, Edward H., Katherine L. Milkman, Dolly Chugh, and Modupe Akinola. "Diversity Thresholds: How Social Norms, Visibility, and Scrutiny Relate to Group Composition." Academy of Management Journal 62, no. 1 (February 2019): 144–171.
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About The Author

Edward H. Chang

Negotiation, Organizations & Markets
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More from the Authors
  • When Seeking Help, Women and Racial/Ethnic Minorities Benefit from Explicitly Stating Their Identity By: Erika L. Kirgios, Aneesh Rai, Edward H. Chang and Katherine L. Milkman
  • A 680,000-Person Megastudy of Nudges to Encourage Vaccination in Pharmacies By: Katherine L. Milkman, Linnea Gandhi, Mitesh S. Patel, Heather N. Graci, Dena M. Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Jonathan E. Bogard, Ilana Brody, Christopher F. Chabris, Edward Chang, Gretchen B. Chapman, Jennifer E. Dannals, Noah J. Goldstein, Amir Goren, Hal Hershfield, Alex Hirsch, Jillian Hmurovic, Samantha Horn, Dean Karlan, Ariella S. Kristal, Cait Lamberton, Michael N. Meyer, Allison H. Oakes, Maurice E. Schweitzer, Maheen Shermohammed, Jaochim H. Talloen, Caleb Warren, Ashley Whillans, Kuldeep N. Yadav, Julian J. Zlatev, Ron Berman, Chalanda N. Evans, Rahul Ladhania, Jens Ludwig, Nina Mazar, Sendhil Mullainathan, Christopher K. Snider, Jann Spiess, Eli Tsukayama, Lyle Ungar, Christophe Van den Bulte, Kevin G. Volpp and Angela L. Duckworth
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