Does it pay to act feminine? A cross-cultural study of gender stereotype endorsement and cognitive legitimacy in the evaluation of new ventures

IF 3.1 Q2 BUSINESS
Golshan Javadian, Maria Figueroa-Armijos, Vishal K. Gupta, M. Modarresi, Crystal Dobratz
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引用次数: 1

Abstract

PurposeDoes gender stereotype endorsement play a role in the customer's cognitive evaluation of new ventures owned by women entrepreneurs? The authors’ cross-cultural study integrates literature on gender stereotype endorsement and cognitive legitimacy to address this research question.Design/methodology/approachThe authors use a two-study experimental design and analyze our results by cultural context to test our hypotheses: one drawn from college students in Iran and one from working professionals in the United States.FindingsThe authors’ comparative results suggest that the evaluation of feminine versus masculine characteristics of women entrepreneurs varies depending on the evaluator's (in this case the customer's) endorsement of gender stereotypes and the cultural context. Specifically, the authors found that a new venture owned by a woman entrepreneur who displays feminine characteristics is perceived as more legitimate when the customer endorses feminine stereotypes, regardless of the country.Research limitations/implicationsThe authors’ research contributes to the literature on cognitive legitimacy and women's entrepreneurship by unveiling the cultural conditions and factors that allow women entrepreneurs to benefit from acting in a stereotypically feminine way. The authors use a binary approach to gender. Future research should extend our findings to also include a non-binary approach.Originality/valueThis study contributes to women's entrepreneurship research by unraveling the implications of gender stereotype endorsement, legitimacy and culture in customer evaluation of ventures owned by women.
表现女性化会有回报吗?性别刻板印象认可和认知合法性在新企业评估中的跨文化研究
目的性别刻板印象背书在客户对女企业家新企业的认知评估中是否发挥作用?作者的跨文化研究结合了关于性别刻板印象认可和认知合法性的文献来解决这一研究问题。设计/方法/方法作者使用两项研究的实验设计,并根据文化背景分析我们的结果,以检验我们的假设:一项来自伊朗大学生,另一项来自美国在职专业人士评估者(在这种情况下是客户)对性别刻板印象和文化背景的认可。具体而言,作者发现,无论在哪个国家,当客户认同女性刻板印象时,表现出女性特征的女性企业家拥有的新企业被认为更合法。研究局限性/含义作者的研究揭示了允许女性企业家从刻板的女性行为中受益的文化条件和因素,为认知合法性和女性创业的文献做出了贡献。作者对性别问题采用了二元方法。未来的研究应该扩大我们的发现,也包括非二元方法。独创性/价值这项研究通过揭示性别刻板印象认可、合法性和文化在女性企业客户评估中的影响,为女性创业研究做出了贡献。
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来源期刊
CiteScore
7.40
自引率
15.60%
发文量
15
期刊介绍: Launched in 2009, the International Journal of Gender and Entrepreneurship (IJGE) aims to facilitate the natural evolution of the field of gender and entrepreneurship by drawing together the very best research contributions from around the world. The journal seeks to: -Provide a dedicated publication outlet for high calibre, international research of interest to scholars, entrepreneurs and policy makers in the field of gender and entrepreneurship -Offer a unique perspective on the practice of gender and entrepreneurship by including sections dedicated to practitioner and policy content -Support a more consistent global approach to the presentation of research in the field -Platform the work of dynamic young researchers and those who are in a position to offer new perspectives on this particular research area -Enable those active in the area as researchers, educators, trainers, practitioners, support personnel and policy makers to keep up to date with the field on an international level. The coverage of the journal includes, but is not limited to: Entrepreneurship, Female/Women’s entrepreneurship , Business, Management, Strategy, Gender, Economics, Internationalization, Marketing.
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