Gender identity relevance predicts preferential neural processing of same-gendered faces.

The very early perceptional processes that underlie social categorization can be detected with event-related brain potentials (ERPs). Using this methodology, the present work aims to detect differential attentional processing of ingroup and outgroup members based on gender categories. Specifically, three EEG studies tested how factors that enhance social identity relevance, namely gender identification and contextual salience of gender representation, moderate neural gender categorization effects. Study 1 showed that both women (Study 1a) and men (Study 1b) were more likely to show preferential attention to ingroup over outgroup members, but only when they identified strongly with their gender group. Study 2 showed that when gender categories in an intergroup leadership context were made salient (i.e., when women were numerically underrepresented versus equally represented compared to men), women, irrespective of their level of gender identification, showed preferential attention to ingroup over outgroup members. Together, this work provides empirical evidence for (1) the neural gender categorization effect among both men and women as soon as 100 ms after face perception and (2) the moderating role of factors that enhance social identity relevance in early gender categorization.