The Influence of Metaphor on Gender Stereotyping in Entrepreneurial Pitches

Gender stereotypes negatively impact many aspects of organizations. To effectively combat such stereotypes, it is crucial to know how they are communicated and maintained. This paper explores the role of metaphorical language in communicating gender stereotypes. First, we predicted that men and women prefer to use gendered metaphors stereotypically consistent with their gender. We conducted two experiments in which male and female participants rated language use in entrepreneurial pitch scenarios using femininity-associated metaphors (i.e., plant metaphors) and masculinity-associated metaphors (i.e., war metaphors; N total =227). Results revealed that men rated both femininity-associated metaphors and masculinity-associated metaphors higher compared to women, suggesting that men have a greater comfort level with metaphors in entrepreneurial pitches. Two subsequent experiments ( N total =1,724) examined how men and women perceive speakers who use masculinity-associated and femininity-associated metaphors in pitches. These studies revealed that speakers using femininity-associated metaphors were considered warmer, while masculinity-associated metaphors were perceived as less warm. Our paper demonstrates that, in addition to other verbal and non-verbal cues associated with gender, metaphors play a crucial role in maintaining gender stereotypes in business contexts. • Men found metaphorical language more appropriate than women • PLANT metaphors were more likely to be said by women • WAR metaphors were more likely to be said by men • Speakers using femininity-associated metaphors were perceived as warmer • Speakers using masculinity-associated metaphors were perceived as less warm • Metaphors were shown to be tied to their stereotypical gendered associations