Gender and Counterstereotypical Facial Expressions of Emotion in Crowdfunded Microlending

Crowdfunded microlending research implies that both communal and agentic characteristics are valued. These characteristics, however, are often viewed as being at odds with one another due to their association with gender stereotypes. Drawing upon expectancy violation theory and research on gender st...

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Bibliographic Details
Published in:Entrepreneurship theory and practice 2021-11, Vol.45 (6), p.1339-1365
Main Authors: Davis, Blakley C., Warnick, Benjamin J., Anglin, Aaron H., Allison, Thomas H.
Format: Article
Language:English
Subjects:
Crowdfunding
Disgust
Entrepreneurs
Facial expressions
Gender
Gender stereotypes
Happiness
Masculinity
Microfinance
Photography
Sadness
Stereotypes
Women
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Summary:Crowdfunded microlending research implies that both communal and agentic characteristics are valued. These characteristics, however, are often viewed as being at odds with one another due to their association with gender stereotypes. Drawing upon expectancy violation theory and research on gender stereotypes, we theorize that gender-counterstereotypical facial expressions of emotion provide a means for entrepreneurs to project “missing” agentic or communal characteristics. Leveraging computer-aided facial expression analysis to analyze entrepreneur photographs from 43,210 microloan appeals, we show that women benefit from stereotypically masculine facial expressions of anger and disgust, whereas men benefit from stereotypically feminine facial expressions of sadness and happiness.
ISSN:1042-2587
1540-6520
DOI:10.1177/10422587211029770