The impact of gender and the influence of feminine attributes on the perceptions generated in an entrepreneurship-related advertisement: a comparative study between Belgium and the Netherlands.
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- The purpose of this study is to analyse to what extent gender and feminine attributes will affect entrepreneurship in two different cultures. Even if today, more and more women are entering the world of entrepreneurship, the majority of them are still facing stereotypes and difficulties to access financing. Entrepreneurship is still associated with men's characteristics and the latter are perceived as more competent. But things are slowly changing as mentalities are evolving. As beauty also impacts one’s chance to succeed with her/his project, feminine attributes will also be discussed. Regarding culture, Belgium and the Netherlands were chosen to analyse how three dimensions of Hofstede's cultural dimensions theory would impact gender and feminine attributes in entrepreneurship. This study was carried out using two different questionnaires (one in French and the other one in Dutch) with two scenarios. In the first scenario, respondents were able to see models 1 and 2 with feminine attributes and models 3 and 4 without feminine attributes. In the second scenario, the respondents faced the opposite. Those were randomly assigned to the participants. Our results highlighted that even if women entrepreneurs encounter fewer barriers, there are still some stereotypes associated with them. Specifically, we found that women entrepreneurs and their projects have better support from the people of the Netherlands than those in Belgium.