Research has shown that the behaviors of men and women are often interpreted differently in the workplace. However, the existing literature has largely focused on the gendered implications of face-to-face interactions, with less attention being placed on the gendered implications of computer-mediated communication. This study aims to better understand how (un)friendly computer-mediated communication can be beneficial or costly for employees. Adopting parallel-constraint-satisfaction theory (PCST), which holds that neither a stereotype nor observed behavior can fully explain impression formation alone, the current study posits that friendly communication in the form of email exclamation mark usage (i.e., the behavior) will ultimately be interpreted differently for men and women (i.e., the stereotype). Building upon the stereotypical expectation of women to be more communal than men, it is predicted that women who adhere to the norm of friendliness via their exclamation usage in emails are perceived as warm and encounter fewer discriminatory behavioral intentions. However, women who buck this norm and do not use exclamation marks face backlash in the form of increased discriminatory behavioral intentions as a result of perceived lowered levels of warmth. It is predicted that men’s exclamation usage does not have as large of an impact on recipient discrimination assessments. Results across two samples, an experimental manipulation and an analysis of actual emails received, provide support for the proposed model.
