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The impact of role models on gender-stereotypes and entrepreneurial intent
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Entrepreneurship is a male-stereotyped domain, known for limited female activity. This research examines the impact of role models on gender-stereotypes and how this affects entrepreneurial intent, to understand if they can help to overcome gender-stereotypes and promote female entrepreneurship. An experimental study was conducted, employing a scenario-based approach where participants were exposed to biographies of entrepreneurs. It revealed that role model gender and success don’t affect entrepreneurial intent. However, extremely successful female role models can reduce male entrepreneurial stereotypes and while men’s personal attitude is raised by extremely successful role models, moderately successful, female entrepreneurs are most effective for women.
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Entrepreneurial intent Gender-stereotypes Theory of planned behavior Assimilation and contrast