Exporting Social Psychology: Effects of Attractiveness on Perceptions of Entrepreneurs, Their Ideas for New Products, and Their Financial Success1

Abstract

Entrepreneurship researchers have recently drawn heavily on the theories and findings of social psychology. The present research sought to add to this growing literature by investigating effects of entrepreneurs' attractiveness. In Study 1, participants read descriptions of ideas for new products accompanied by photos of the entrepreneurs who ostensibly invented them; the entrepreneurs were either attractive or unattractive. Both entrepreneurs and their ideas for new products were rated more favorably when the entrepreneurs were attractive than unattractive. In Study 2, entrepreneurs were shown (on videotape) making actual presentations of their ideas to potential investors. Results indicated that the more attractive the entrepreneurs, were, the more favorably both they and their ideas were rated by persons who watched the tapes. In Study 3, entrepreneurs' attractiveness was found to be positively related to their actual financial success.