biostudies-literatureUnknown20(4)Sun KQWomen and minorities are underrepresented in top leadership roles. Besides "supply-side" explanations that focus on the applicant pool, we offer a novel "demand-side" explanation through perceptual imprinting. Using the reverse correlation method, we found that people's visual templates of leaders are perceptually imprinted by White male leaders. Across 15 studies (N = 3929), we examine what people expect leaders to look like. As demonstrated by the reverse correlation method, compared to followers, people expected leaders to look more White and male. Across all social categories, people also expected leaders to look more dominant, competent, and powerful. But to look like a leader, Black and female leaders also needed to look likable. Additional differences were observed by participant gePloS onee0320836https://www.ebi.ac.uk/biostudies/studies/S-EPMC11967962biostudies-literatureThe look of a leader.PMC11967962Akinola MSlepian MLSun KQfalseThe look of a leader.Women and minorities are underrepresented in top leadership roles. Besides "supply-side" explanations that focus on the applicant pool, we offer a novel "demand-side" explanation through perceptual imprinting. Using the reverse correlation method, we found that people's visual templates of leaders are perceptually imprinted by White male leaders. Across 15 studies (N = 3929), we examine what people expect leaders to look like. As demonstrated by the reverse correlation method, compared to followers, people expected leaders to look more White and male. Across all social categories, people also expected leaders to look more dominant, competent, and powerful. But to look like a leader, Black and female leaders also needed to look likable. Additional differences were observed by participant ge2025-01-01T00:00:00Z20252025-07-11T03:04:15.882Z2025-07-11T03:04:15.882ZS-EPMC119679624017905910.1371/journal.pone.0320836