Crowdfunding success for female versus male entrepreneurs depends on whether a consumer versus investor decision frame is salient
Huachao Gao, Xin (Shane) Wang, Xi Li, and June Cotte
| Year of publication: |
2025
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|---|---|
| Authors: | Gao, Huachao ; Wang, Xin ; Li, Xi ; Cotte, June |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 62.2025, 2, p. 274-293
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| Subject: | entrepreneur gender | decision frame | consumer versus investor | evaluation norm | disadvantage perception | determination/passionate perception | Konsumentenverhalten | Consumer behaviour | Unternehmensgründung | Business start-up | Geschlecht | Gender | Crowdfunding | Frauen | Women | Unternehmer | Entrepreneurs | Wahrnehmung | Perception | Entrepreneurship | Entrepreneurship approach | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222437241286790 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015374352