Technology licensing officers make decisions about which university inventions are commercialized. This is not a straightforward decision given the early stage of these inventions. Research has shown that under these circumstances of uncertainty evaluators often turn to attributes of the individuals associated with the new technology to inform their decision. An important factor known to influence how individuals are perceived, evaluated and treated is physical appearance. Therefore our study investigates the influence of inventor appearance on technology licensing officers’ evaluation of the commercial potential of new university inventions.