The purpose of this study is to cast new light on possible gender biases in implicit theories people hold about various forms of entrepreneurial activity. Using social role theory, we delve into sex-role stereotypes associated with high-and low-growth entrepreneurship and commercial and social entrepreneurship. Predictions were tested with an experimental design using both a between-subject design to capture group-level stereotypes and a within-subject design to capture individual-level stereotypes. Findings reveal that commercial and high-growth entrepreneurs are perceived as more similar to men than to women and higher on agency than communality. Conversely, low-growth entrepreneurs are perceived as more similar to women than men, and higher on communality than agency. Social entrepreneurs are uniquely perceived as similar to both men and women, though they are also considered higher on agency than communality. Interestingly, female, but not male respondents, perceive some overlap between the feminine gender role and high-growth and commercial entrepreneurship. Notably, those higher on modern sexism perceive less overlap between entrepreneurship and femininity. Taken together, our results suggest that commercial high-growth entrepreneurship is most strongly male-typed, which is likely to be problematic for women (and non-traditional men) wanting to start growth-oriented ventures. Implications and directions for future research are discussed.

This article discusses the current and potential application of experimental methods to the study of entrepreneurship phenomena. Drawing on a review of experimental studies in entrepreneurship research, we discuss the advantages and disadvantages of experimental research designs for entrepreneurship research as a primer for those interested but not overly familiar with these methods. To advance research agendas and theory in the field, we introduce a typology of experimental manipulations that highlight alternative design choices based on the nature of their participant impact and realism of context. Finally, we provide an overview of areas of opportunity within the entrepreneurship literature for application of methods best suited to provide greater insight into the causal mechanisms at play.

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