Hancock, Connie2020-04-022020-04-022014-02-10Hancock, C., Pérez-Quintana, A., & Hormiga, E. (2014). Stereotypical notions of the entrepreneur: An analysis from a perspective of gender. Journal of Promotion Management, 20(1), 82-94. https://doi.org/10.1080/10496491.2014.8691001049-649110.1080/10496491.2014.869100http://hdl.handle.net/10034/623297This is an Accepted Manuscript version of the following article, accepted for publication in [Journal of Promotion Management]. [Hancock, C., Pérez-Quintana, A., & Hormiga, E. (2014). Stereotypical notions of the entrepreneur: An analysis from a perspective of gender. Journal of Promotion Management, 20(1), 82-94]. It is deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.The principal objective of this paper is an analysis of the stereotypical figure of the entrepreneur in the Spanish context, from a perspective of gender. We provide evidence that the characteristics largely associated with an entrepreneurial individual are stereo-typically male or androgynous, with a notable absence of female typologies. Our findings suggest that this relationship has an influence on the continued predominance of male entrepreneurial activity. This study contributes to the growing empirical literature on female entrepreneurship from an understudied perspective; gender stereotyping, demonstrating that socially constructed gender stereotyping persists in contemporary Spanish culture.Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/EntrepreneurStereotypesGender stereotypesArticle1540-7594Journal of Promotion Management