New article by Benedikt Seigner: "Mirror, mirror - A gendered lens on female entrepreneurs’ facial attractiveness in reward-based crowdfunding”
29 Jun 2023
29 Jun 2023
How Do Women Entrepreneurs Benefit from Attractive Profile Pictures in Reward-Based Crowdfunding?
Benedikt David Christian Seigner, Postdoc here at Institute for Strategy, Technology and Organization and Hana Milanov, Professor of International Entrepreneurship at Technical University of Munich, investigated how attractiveness helps women entrepreneurs to find greater success in reward-based crowdfunding in their new study in Journal of Business Venturing Insights called: “Mirror, mirror - A gendered lens on female entrepreneurs’ facial attractiveness in reward-based crowdfunding”.
Analyzing 7,447 profile pictures of single-creator Kickstarter projects from 2014 to 2018, their findings show that women can leverage their attractiveness in reward-based crowdfunding to achieve greater success. This is particularly true when fundraising in a male-typed category. Interestingly, a post-hoc analysis reveals that attractiveness negatively affects men in the male-typed technology category.
Congrats to both, especially to ISTO’s brilliant Benedikt David Christian Seigner! Well done!
The issue will be published in November 2023, however, you can already read the full article here.