Examining the Impact of Positive Gender Stereotypes on Women’s Venture Creation Intentions: The Mediating Role of Relative Gratification and Entrepreneurial Self-efficacy

Abstract

The following study examines the cognitive process through which the association of stereotypically feminine characteristics to entrepreneurship increases women’s venture creation intentions through the mediating role of relative gratification and entrepreneurial self-efficacy. The results of the study suggest that, compared to negative and nullified gender stereotypes, positive gender stereotypes increase women’s venture creation intentions serially through relative gratification and entrepreneurial self-efficacy and through relative gratification when it is independent of entrepreneurial self-efficacy. However, independent of relative gratification, entrepreneurial self-efficacy mediates the relationship between positive gender stereotypes and women’s venture creation intentions when positive stereotype is compared to the nullified stereotype.