Gendered personality traits and entrepreneurial intentions: insights from information technology education

PurposeEntrepreneurial intention of students is frequently used in entrepreneurship research as an indicator of creativity, innovativeness and entrepreneurial mindset. The entrepreneurship courses offered by engineering disciplines do not always have the expected outcomes, while differences are observed on students' entrepreneurial intention. These differences sometimes stem from the stereotypical beliefs about entrepreneurship, in favor of masculinity. Although these anachronistic perceptions gradually fade in the society, personality traits attributed to “traditional” gender schemas still have an impact on students' career choices, especially in academic fields considered “masculine,” such as information technology. The purpose of this paper is to examine the impact of gender-typed personality (GTP) on students' entrepreneurial intentions (EI) and identify differences between genders.Design/methodology/approachThe impact of GTP traits on students' entrepreneurial intention is examined using gender schema theory and the theory of planned behavior (TPB) based on a sample of 321 university students of information technology. Structural equation models are used for the investigation of causal effects and group differences.FindingsThe results indicate significant interaction of GTP traits on the EI for both male and female students. However, no significant differences were found in the perception of gender schemas between males and females, which clearly suggests that the attribution of these traits to a specific gender nowadays is false.Originality/valueThe results offer convincing explanation of the differences observed in EI between the two genders and have both theoretical and practical implications for entrepreneurship education.

TINJAUAN GENDER IDENTITY - RESPON DAN PERSEPSI TERHADAP IKLAN TELEVISI

This paper seeks lo challenge the tendency lo represent gender as a unitary theoretical construct, and would argue for a more di.fjerentiated view of how the psychological aspect of gender influence the perception of advertising This paper use a small-scale exploratory study to examine the potential impact o,f'gender identity within consumer' self - schemas on their perception of advertising. Bern's ,)'ex Role Inventory (SRI) was administered to 20 young adults who then watched video clips of television advertisements. The focus group discussions about the advertisements were analyzed within the context of the respondents ' gender schemas identified via the Bern SRI score: masculine. feminine, androgynous or und(tferentiated. The centrality of gender identity to self-schemas affected how consumers processed and interpreted the advertising. This provides support for a more differentiated approach to representing men and women within gender research and advertising.

BSUJ 2(1) part 3 photography: 'Protester'

“The struggle for fair treatment is carried forward into the next generations.” --Bruce HoffmanRead on to learn more about the complex relationships between self-processes and social cognitive processes such as gender schemas and stereotype formation.