EXPRESS: Crowdfunding Success for Female versus Male Entrepreneurs Depends on Whether a Consumer versus Investor Decision Frame Is Salient

• Published in: Journal of marketing research
• Main Authors: Gao, Huachao, Wang, Xin (Shane), Li, Xi, Cotte, June
• Format: Journal Article
• Language: English
• Published: 19.09.2024
• ISSN: 0022-2437; 1547-7193
• DOI: 10.1177/00222437241286790

Ensuring equal access to entrepreneurship and startup funding for both female and male entrepreneurs is crucial for societal perceptions of justice and long-term prosperity. Previous research presents contrasting findings, with some studies indicating a male advantage and others suggesting a female advantage. This research reconciles these inconsistencies by identifying decision frame as a moderator. Specifically, in crowdfunding contexts, a consumer decision frame leads to stronger reliance on communal evaluation norms, resulting in favoring female entrepreneurs who are perceived as more disadvantaged. Conversely, an investor decision frame leads to stronger reliance on exchange evaluation norms, resulting in favoring male entrepreneurs who are perceived as more determined/passionate. Based on this, the authors propose that the strategic use of an entrepreneur’s profile, activating a specific evaluation norm, or showing crowdfunding dependence, attenuates the differential support for female versus male entrepreneurs, resulting in equal support for both. Results from six studies using a multimethod design provide converging support for this framework. This research is the first to differentiate and directly compare consumer versus investor decision frames, advancing the related literature and offering valuable guidelines for entrepreneurs, funding platforms, and public policymakers.