How Does Gender Self-stereotyping Influence Entrepreneurial Intention Formation?—An Empirical Investigation of Nascent Commercial and Social Entrepreneurs

Evidence yields gender effects in entrepreneurial intention formation. Particularly, findings suggest that men show higher commercial, that is, financially driven intentions (CEI) while women favour social, that is, mission-driven entrepreneurial intention (SEI). Gender self-stereotyping (GSS) as the tendency to self-attribute typical masculine/feminine characteristics correspondently with one’s sex, is proposed as one reason for these differences. However, current research falls short of a comprehensive empirical examination. Our study combines GSS, CEI and SEI in one integrative model postulating direct and indirect GSS effects on CEI and SEI via two pathways (perceived ability-misfit and perceived identity-misfit). Furthermore, we explore mentoring as a moderator. Statistically examining 214 nascent entrepreneurs with structural equation modelling indicates a full mediation of GSS effects via perceived ability-misfit pathway for CEI. For males, this effect was moderated by mentoring. No GSS effects for the other pathway or SEI emerged. Despite acknowledgeable limitations, our study deepens knowledge on how GSS affects entrepreneurial intention formation.