A romantic penalty? Female entrepreneurship and relationship initiation in online dating

Journal of Business Venturing · 2026 · Volume 41 · Issue 5

DOI: 10.1016/j.jbusvent.2026.106608

Abstract

Female entrepreneurship is increasingly common, yet we know little about how it affects women's romantic prospects, a crucial outcome with implications for family formation. We propose that female entrepreneurs, particularly those pursuing growth-oriented ventures, face diminished romantic prospects, potentially shaped by gendered trait inferences and concerns about time demand. Using two field experiments, supplemented by a survey experiment, we provide causal evidence that female entrepreneurs are on average penalized in romantic relationship initiation, but are preferred by male entrepreneurs. Further analysis offers suggestive evidence on mechanisms underlying this romantic penalty. By examining the impact of female entrepreneurship on romantic prospects, our study extends the family embeddedness perspective in entrepreneurship research. It also contributes to female entrepreneurship research by documenting a romantic penalty as a previously underexplored challenge.

Keywords

Female entrepreneurship, Marriage market, Relationship initiation, Romantic penalty, Romantic prospects

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