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Mirror, mirror—A gendered lens on female entrepreneurs’ facial attractiveness in reward-based crowdfunding

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  • Seigner, Benedikt David Christian
  • Milanov, Hana

Abstract

Scholars investigating women's attractiveness have documented its disadvantages (the “beauty is beastly” effect), especially in male-typed domains, including entrepreneurship. However, reward-based crowdfunding research demonstrates that these platforms reverse gender biases typically found in traditional entrepreneurial finance. Thus, in reward-based crowdfunding, the adverse effect of women's attractiveness needs to be re-examined. In a sample of 7447 Kickstarter projects, we find that facial attractiveness increases funding success for women more than for men and that sex differences in attractiveness effects are greater in male-typed categories like technology. A post-hoc reveals a surprising attractiveness penalty for men in the technology sector and offers insights for future research.

Suggested Citation

  • Seigner, Benedikt David Christian & Milanov, Hana, 2023. "Mirror, mirror—A gendered lens on female entrepreneurs’ facial attractiveness in reward-based crowdfunding," Journal of Business Venturing Insights, Elsevier, vol. 20(C).
    • Handle: RePEc:eee:jobuve:v:20:y:2023:i:c:s2352673423000288
    DOI: 10.1016/j.jbvi.2023.e00399
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