Episode 121 – Rachel S. Shinnar – Female but not too feminine. Perceptions of female entrepreneurs and their ventures: the role of gender and feminine adornments
Using an experimental approach, we examine how gender and feminine adornments impact stakeholders’ spontaneous perceptions of entrepreneurs. Although previous research shows that female entrepreneurs face negative stereotypes and prejudice, we find that compared to their male counterparts, female entrepreneurs and their ventures are no longer viewed less favourably and are even generating more positive perceptions…
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