Abstract

To investigate the impact of perceived success and similarity of media role models on entrepreneurial self-efficacy we conducted an online experiment among 131 German students (graduate and undergraduate level). Using a student sample seems to be promising since students at an advanced stage of their study have to make decisions for their future career. This leads to a degree of uncertainty and stress that in turn makes them more open to social comparison and role modeling. Our experiment used a 2 (successful, unsuccessful) x 2 (similar, dissimilar) design. The participants were asked to evaluate a random page of the magazine regarding several design criteria. Participants were randomly assigned to one of the four experimental groups and women were exposed to female role models and men to male role models. At the end of the survey we measured entrepreneurial self-efficacy beliefs.

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