Tattooed Workers: The Nature of the Tattoo Matters for Observer Perceptions and Treatment of Tattooed Colleagues

Abstract

In this dissertation, I examined observer perceptions and treatment of tattooed colleagues based on tattoo content. Guided by expectancy violations theory, I predicted dark tattoo content (e.g., intimidating) would elicit negative perceptions, namely lower competence, trustworthiness, artisticness, and higher riskiness, and subsequently greater negative treatment towards colleagues with dark tattoos. In contrast, I proposed light tattoo content (e.g., friendly) would elicit positive perceptions, namely higher competence, trustworthiness, artisticness, and lower riskiness, and subsequently greater positive treatment towards colleagues with light tattoos.

Study 1 was an experimental vignette study manipulating tattoo content, hierarchical position, and gender. Tattoo-specific stereotypes, i.e., perceived artisticness and riskiness, were significant outcomes of tattoo content, and mediated the indirect effects of dark tattoo content on subtle discrimination. In addition, hierarchical position moderated the indirect effect of dark tattoo content on subtle discrimination through perceived artisticness, namely this was significant when the tattooed colleague was a coworker or supervisor, but not a supervisor’s supervisor.

Study 2 was another experimental vignette study where I manipulated tattoo-specific stereotypes and measured outcomes to enhance causal inferences about the indirect effects model of tattoo content on treatment toward tattooed colleagues through tattoo-specific stereotypes (i.e., perceived riskiness and artisticness). Results showed significant direct effects of perceived riskiness on all outcomes.

Study 3 was a field survey with employees who had a tattooed colleague. Results replicated for the indirect effects of dark tattoo content on negative treatment towards tattooed colleagues through tattoo-specific stereotypes of perceived riskiness and artisticness. Also, the indirect effects of light tattoo content on positive treatment towards tattoo colleagues through all stereotypes were significant. Hierarchical position moderated the indirect effects of light tattoo content on positive treatment through perceived riskiness; this was significant when the tattooed colleague was a coworker or employee/follower, but not a supervisor or manager.

Three key takeaways: (1) the tattoo content matters, (2) tattoo-specific stereotypes explain the effects of tattoo content on treatment of tattooed colleagues, and (3) stereotypes elicited in the observer matter, because the same tattoo can be perceived as a sign of artisticness and riskiness, with each differentially affecting subsequent treatment of tattooed colleagues.