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Gendered Language And Entrepreneurial Joiners, Mihwa Seong

Electronic Thesis and Dissertation Repository

This dissertation explores the impact of gendered language in start-up job advertisements on the perceived attractiveness of start-ups among individuals (‘joiners’) interested in working for new firms. While entrepreneurship research has established the prominent role of entrepreneurial joiners in start-ups and the importance of building a gender-diverse team, we know relatively less about how start-ups can attract more women joiners. This dissertation seeks to investigate whether women’s ratings of the attractiveness of joining start-ups increases significantly when start-ups use more feminine language in place of male-centric gendered language. Compared to men, I theorize that women are more sensitive to the …