The effect of gender stereotype activation on entrepreneurial intentions
Abstract
In this study, the impact of implicit and explicit activation of gender stereotypes on men's and women's intentions to pursue a traditionally masculine career, such as entrepreneurship, was examined. On the basis of stereotype activation theory, it was hypothesized that men and women would confirm the gender stereotype about entrepreneurship when it was presented implicitly but disconfirm it when it was presented explicitly. Hypotheses were tested by randomly assigning 469 business students to one of 6 experimental conditions and then measuring their entrepreneurial intentions. Results supported the hypothesis when entrepreneurship was associated with stereotypically masculine characteristics but not when it was associated with traditionally feminine characteristics. Men also had higher entrepreneurial intention scores compared with women when no stereotypical information about entrepreneurship was presented, suggesting that underlying societal stereotypes associating entrepreneurship with masculine characteristics may influence people's intentions. However, men and women reported similar intentions when entrepreneurship was presented as gender neutral, suggesting that widely held gender stereotypes can be nullified. Practical implications and directions for future research are discussed.
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The masculine discourse surrounding entrepreneurship and societal stereotypes of entrepreneurship as predominantly masculine may lead to females being less likely to identify themselves as entrepreneurs, regardless of the types of activities in which they have been involved.
“It has previously been suggested that the masculine discourse surrounding entrepreneurship (Ahl and Marlow, 2012) and societal stereotypes of entrepreneurship as predominantly masculine (Gupta etal., 2008) may lead to females being less likely to identify themselves as entrepreneurs, regardless of the types of activities in which they have been involved (Verheul etal., 2005).”
From Impact of Entrepreneurship Training on Entrepreneurial Efficacy and Alertness among Adolescent Youth (2018) · cites this paper as Gupta et al., 2008
This performance boosting response to explicit activation of negative stereotypes has also been shown by women in entrepreneurship and in leadership contexts.
“This performance boosting response to explicit activation of negative stereotypes has also been shown by women in entrepreneurship (Gupta, Turban, & Bhawe, 2008) and in leadership contexts (Hoyt & Blascovich, 2007, 2010).”
From Managing to clear the air: Stereotype threat, women, and leadership (2016) · cites this paper as Gupta, Turban, & Bhawe, 2008
Presenting entrepreneurship as a gender-neutral domain reduced the potential for stereotype threat and eliminated the gender gap in entrepreneurial intentions.
“Similarly, presenting entrepreneurship as a gender-neutral domain reduced the potential for stereotype threat and eliminated the gender gap in entrepreneurial intentions (Gupta, et al., 2008).”
From Managing to clear the air: Stereotype threat, women, and leadership (2016) · cites this paper as Gupta, et al., 2008
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“…the masculine discourse surrounding entrepreneurship (Ahl and Marlow, 2012) and societal stereotypes of entrepreneurship as predominantly masculine (Gupta et al., 2008) may lead to females being less likely to identify themselves as entrepreneurs, regardless of the types of activities in which…”
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- Authors
- Gupta, V. K., Turban, D. B., & Bhawe, N. M.
- Affiliations
- University of Nebraska at Omaha (US)
- Venue
- Journal of Applied Psychology
- Published
- 2008
- Volume
- 93
- Issue
- 5
- Pages
- 1053-1061
- ISSN
- 0021-9010 (ISSN-L)
- 1939-1854
- OpenAlex
- W2161831866
- Cited by
- 433
- References
- 59
- Citations by year
- 2026: 10 · 2025: 28 · 2024: 30 · 2023: 24 · 2022: 22 · 2021: 28 · 2020: 69 · 2019: 26 · 2018: 53 · 2017: 17 · 2016: 24 · 2015: 32 · 2014: 11 · 2013: 18 · 2012: 17
- FWCI
- 14.74
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Applied Psychology (publishedVersion)
- PubMed (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Entrepreneurship Studies and Influences
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Social Sciences › Gender Studies › Gender Diversity and Inequality
- Keywords
- gender stereotypes, stereotype activation, entrepreneurial intention, masculinity, gender differences, implicit stereotypes, explicit stereotypes, business students
- MeSH terms
- Adult, Female, Humans, Male, Prejudice, Sex Factors, Social Perception, Stereotyping, Organizational Culture, Intention
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