Research shows that success and likability are positively correlated for men but negatively correlated for women. When a man is successful, his peers often like him more; when a woman is successful, both men and women often like her less.
This trade-off between success and likeability creates a societal double standard that affects men and women. In a business school study, different groups of students read a case study about a venture capitalist with one single difference—gender. Students respected both “Howard” and “Heidi,” but Howard was described as likeable while Heidi was seen as selfish.