Abstract
Perceptions of warmth and competence account for a large proportion of the variance in impression formation. However, these constructs and their underlying mechanisms have received little attention in the entrepreneurship literature, particularly in the context of entrepreneurial resource acquisition. We examine the impact of perceptions of warmth and competence on the outcomes of 350 crowdfunding campaigns sampled from a popular crowdfunding platform, Kickstarter, wherein only cursory determinations of entrepreneurs and their new ventures occur prior to funding decisions. Drawing from the stereotype content model and expectancy violation theory, we propose and find support for a model in which each of affect- and cognition-based trust mediate the relationships between crowdfunding performance and perceived warmth and competence, respectively, with the strength of these pathways differing as a function of entrepreneur gender. Specifically, women are benefited more than men by their displays of competence, and the cognition-based trust that ensues.
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