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The Power of Attraction: How Beauty Influences Startup Investments
The world of startup investements is still male-dominated. As previous research has shown, this leads to disadvantages for female startup entrepreneurs in raising capital. A new study by the University of St.Gallen (HSG) in collaboration with scientists from the University of Zurich and the University of Notre Dame reveals that the attractiveness of female founders also plays an important role.
A study by the Global Center for Entrepreneurship and Innovation (GCEI-HSG)at the University of St.Gallen now shows that the attractiveness of the female founder also has significant influence on male investment decisions. It suggests that we unconsciously attribute additional positive qualities, such as professional competence, to attractive individuals," explains Prof. Dr. Dietmar Grichnik, one of the co-authors of the study. The investors' cortisol levels during the pitch were significantly higher for more attractive female founders, which also correlated with the probability of a positive screening decision.
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