We introduce Personal Construct Theory (PCT) and the Repertory Grid methodology to investigate deeper differences in the way government venture capital financiers cognitively process to evaluate 77 investment proposals from women and men entrepreneurs. In our study of financiers’ who are by law forbidden to discriminate, we reveal an underlying cognitive bias when evaluating women entrepreneurs. We find that the difficulty when assessing women’s venture potential, as indicated by the greater thought complexity and the excessive weight financiers place on the person rather than the full business case, can be considered to represent the underlying thought mechanism that affect women’s chances of securing financing. This finding suggests women entrepreneurs are looked upon as being role incongruent: misdirecting attention in evaluations. Evaluating women entrepreneurs is a cognitive challenge, because they deviate from the stereotype of an entrepreneur.

我们引入个人构造理论（PCT）和话语权网格方法，以研究政府风险投资金融家认知过程评估男女企业家的77项投资建议的方式之间的更深层次差异。在我们对被禁止歧视的金融家的研究中，我们发现在评估女企业家时存在潜在的认知偏见。我们发现，评估女性创业潜力的难度，如思维复杂性的提高和对个人而不是整个商业案例的过分沉重的财务负担所表明的那样，可以视为代表影响女性获得融资机会的潜在思维机制。 。这一发现表明，女性企业家被认为是角色不一致的：错误地将注意力放在评估中。