Science news has a recent article entitled, "Stereotypes steer women away from computer science". Apparently, associating "geekyness" with computer science repels women from being interested in computer science. However, women were more interested when this association was not made.
This is very interesting. I think we could use more studies like these to help encourage underrepresented groups become more interested in science. I know that female physicists are in short number, and I am pretty sure that African-Americans are underrepresented as well.