Crowdfunded microlending research implies that both communal and agentic characteristics are valued. These characteristics, however, are often viewed as being at odds with one another due to their association with gender stereotypes. Drawing upon expectancy violation theory and research on gender stereotypes, we theorize that gender-counterstereotypical facial expressions of emotion provide a means for entrepreneurs to project “missing” agentic or communal characteristics. Leveraging computer-aided facial expression analysis to analyze entrepreneur photographs from 43,210 microloan appeals, we show that women benefit from stereotypically masculine facial expressions of anger and disgust, whereas men benefit from stereotypically feminine facial expressions of sadness and happiness.

众筹小额贷款研究意味着公共和代理特征都受到重视。然而，由于与性别刻板印象相关，这些特征通常被视为相互矛盾。借鉴预期违反理论和对性别刻板印象的研究，我们从理论上认为，性别反刻板的情感面部表情为企业家提供了一种投射“缺失”代理或公共特征的手段。利用计算机辅助面部表情分析来分析来自 43,210 份小额贷款呼吁的企业家照片，我们表明女性受益于典型的男性愤怒和厌恶的面部表情，而男性则受益于典型的女性悲伤和幸福的面部表情。