Survey experiment shows investors focus on type of business rather than gender of leaders
Would you prefer to back a man or a woman pitching a business idea? A new study by the University of Portsmouth published in the British Journal of Management suggests that, when it comes to potential crowdfunding investors, the answer may depend less on who is pitching and more on what they are selling.
A new study from the University of Portsmouth found that, when considering equity crowdfunding investments, the type of business being pitched is more influential than the gender of the person leading it. Researchers surveyed 4,500 members of the U.K. public, and discovered that women favored health care businesses, while men showed a stronger preference for financial technology (fintech) companies.
Dr. Federica Alberti explained that women did not invest more in businesses led by other women, highlighting that the founder's gender did not emerge as a deciding factor. Professor Karen Johnston noted that understanding what attracts different investors could help entrepreneurs better present their ideas and reach potential backers.
The study, published in the British Journal of Management, did not establish actual crowdfunding outcomes, but offers insights into how people assess business opportunities and the factors that may influence their investment decisions.
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