Abstract

Opportunity evaluation refers to “evaluating a set of circumstances that if acted upon, may result in wealth generating products and services” (Haynie, Shepherd, & McMullen, 2009: 340). Different people evaluate opportunities with ostensibly identical characteristics differently, and membership in the group male or female and stereotypical expectancies associated with these groups may influence individuals’ evaluation of new business opportunities (Baker, Aldag, & Blair, 2003). In this study, we examined the role of gender stereotype threat in explaining differences between men and women in evaluation of a new business opportunity.

H1: Men will report more favorable evaluation of a new opportunity than women when no-stereotypical information is presented, but men and women will report no difference in evaluation of a new opportunity when gender-neutral information is presented.

H2: Respondent gender and stereotypical information will interact such that men will report higher opportunity evaluation than women when masculine stereotype is presented, but women will report higher opportunity evaluation than men when feminine stereotypical information is presented.

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