Social Learning Theory as a Foundation for Examining Sex Bias in Evaluation of Coaches

Sex bias in attitudes toward male and female basketball coaches was examined within a context of social learning theory to determine if the precepts of social learning theory help clarify exactly when and why differential attitudes toward males and females occur. More specifically, would having a male or female coach role model and participating on a winning or losing team mediate sex bias previously found when female athletes evaluate hypothetical coaches who vary in sex and status (defined by won/loss record and coaching honors)? In addition to evaluating written coaching philosophy statements from a hypothetical male and female coach with a successful or unsuccessful professional status, the subjects (N= 80) were forced to choose which coach they would prefer to have as their own. Attitudes were mediated by both the sex of the athlete's own coach and successfulness of the athlete's team. There appears to be merit in future researchers examining the potential causes of sex stereotypes and bias within a context of social learning theory.