Study find that investors prefer entrepreneurial pitches presented by male entrepreneurs with good facial features whereas physical attractiveness does not matter among female entrepreneurs.
Participants reported being significantly more likely to invest after watching the high-attractiveness male’s pitch (M = 5.21, SD = 1.13) than after the low-attractiveness male’s pitch [M = 4.59, SD = 1.48, t(92) = 2.29, P = 0.024]. The measure of investment likelihood after watching the high-attractiveness female entrepreneur (M = 4.14, SD = 1.49) and low-attractiveness female entrepreneur (M = 4.35, SD = 1.47) did not differ significantly (P = 0.48)
Results suggest that persuasiveness is moderated by male physical attractiveness: attractive males were particularly persuasive, whereas physical attractiveness did not matter among female entrepreneurs.
Participants reported being significantly more likely to invest after watching the high-attractiveness male’s pitch (M = 5.21, SD = 1.13) than after the low-attractiveness male’s pitch [M = 4.59, SD = 1.48, t(92) = 2.29, P = 0.024]. The measure of investment likelihood after watching the high-attractiveness female entrepreneur (M = 4.14, SD = 1.49) and low-attractiveness female entrepreneur (M = 4.35, SD = 1.47) did not differ significantly (P = 0.48)
Results suggest that persuasiveness is moderated by male physical attractiveness: attractive males were particularly persuasive, whereas physical attractiveness did not matter among female entrepreneurs.
it goes both ways.
