DescriptionPast research has shown that valuing gender conformity is associated with both positive (Guerrero-Witt & Wood, 2007; Wood, Christensen, Hebl, & Rothgerber, 1997) and negative (Sanchez & Crocker, 2005) consequences for self-esteem and positive affect. The current research sought to reconcile these conflicting findings in two studies by considering the role of autonomous (behaviors that are freely chosen) and pressured (behaviors engaged in due to pressure from others or situation) motivation to engage in gendered behavior (communal behavior for women and agentic behavior for men). Consistent with hypotheses, structural equation modeling in Study 1 demonstrated that autonomous motivation for gender consistent behavior was positively associated with explicit self-esteem and private regard for gender identity, while pressured motivation was negatively associated with explicit self-esteem. Study 2 found that investment in gender ideals and external contingencies of self-worth moderated the effects of gender motivation on implicit and explicit self-esteem, private regard for gender identity, and positive affect.