The Effect of Gender Stereotype Assimilation and Contrast on Entrepreneurial Intention
Posted: 22 Jan 2007
Date Written: January 2007
We examined how implicit and explicit activation of gender stereotypes affect entrepreneurial intentions of men and women. Based on stereotype activation theory, we hypothesized that men and women would confirm gender stereotypes about entrepreneurs when they are activated implicitly, but they would disconfirm the stereotypes when activated explicitly. Results supported our hypothesis for masculine but not feminine stereotypes. Further results indicated that men had higher entrepreneurial intentions compared to women when presented with no stereotypical information, confirming an underlying societal masculine stereotype about entrepreneurs, although men and women had similar entrepreneurial intentions when presented with gender-neutral information about entrepreneurs, suggesting that gender stereotypes can be nullified. Practical implications and directions for future research are discussed.
Keywords: Entrepreneurial intentions, gender stereotypes, stereotype activation
JEL Classification: M13, J16
Suggested Citation: Suggested Citation