The Effect of Gender Stereotype Assimilation and Contrast on Entrepreneurial Intention

Posted: 22 Jan 2007

See all articles by Vishal K. Gupta

Vishal K. Gupta

University of Alabama - Department of Management

Nachiket Bhawe

North Carolina State University - Poole College of Management

Date Written: January 2007

Abstract

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

Gupta, Vishal K. and Bhawe, Nachiket, The Effect of Gender Stereotype Assimilation and Contrast on Entrepreneurial Intention (January 2007). Available at SSRN: https://ssrn.com/abstract=958624

Vishal K. Gupta (Contact Author)

University of Alabama - Department of Management ( email )

101 Paul W. Bryant Dr.
Box 870382
Tuscaloosa, AL 35487
United States

Nachiket Bhawe

North Carolina State University - Poole College of Management ( email )

Hillsborough Street
Raleigh, NC 27695-8614
United States

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