Yes, I Can! – A Field Experiment on Female Role Model Effects in Entrepreneurship


“This study draws on social learning theory and research concerning role model effects to understand how exposure to female entrepreneurial role models influences the development of entrepreneurial self-efficacy, attitudes and intentions among female students. In our study, we find that exposure to female entrepreneurs particularly boosts the development of entrepreneurial self-efficacy and attitudes towards entrepreneurship of female students. We explore five mechanisms to explain role model effects as an emergent outcome of a reciprocal relationship between student and entrepreneur. We find that if entrepreneurs signal high levels of supportiveness and interest in the student’s project outcomes, the importance of working with an entrepreneur of the same-gender decreases.

This study provides evidence that role model effects do not only occur by chance, but can be purposefully triggered in an educational setting. Hence, exploiting female role model effects may serve as an effective mechanism to foster female entrepreneurship.”