Study Reveals Surprising Bias: Male Investors' Evaluations of Women Entrepreneurs' Pitches Affected by Attractiveness
A recent study has shed light on a surprising bias among male investors: their evaluations of women entrepreneurs' pitches can be influenced by the women's physical attractiveness. The research, published in the Journal of Business Venturing, recruited 106 experienced fidelity investments and randomly assigned them to watch one of two identical pitches delivered by different actresses with varying levels of attractiveness.
The study found that men investors' physiological responses to the women's appearance played a significant role in their assessments. When presented with an attractive woman entrepreneur, the investors experienced an increase in cortisol levels. This hormonal response led to more positive evaluations of the entrepreneur's proposal, contrary to the expected bias against women founders.
The study also highlighted the importance of introspection within the investment community regarding these biases. It emphasized the need for proactive measures to ensure equitable and fair investment calculator practices. The findings suggest that investors' evaluations of the entrepreneur's proposal were positively affected by their assessments of her competence, regardless of gender.
The study underscores the complex nature of investment decisions, with physical attractiveness unexpectedly influencing men investors' assessments of women entrepreneurs. While the findings may seem counterintuitive, they serve as a reminder of the unconscious biases that can impact investment decisions. The investment community is encouraged to reflect on these biases and adopt measures to promote fairness and equality in the investment process.
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