Biopsychological drivers of decision-making in startup investment

We see in the field of psychology that attractivity is one of the most powerful characteristics to bias decision-making. In close collaboration with the Zurich Center for Neuroeconomics, we investigate in an experimental study which role attractivity of female founders plays in the VC evaluation process. We assume that attractivity can affect hormonal levels of male investors which unwillingly influence their decision making.


Joakim Wincent, Philippe Tobler

Dietmar Grichnik_Test
Prof. Dr. Dietmar Grichnik
Professor of Entrepreneurship

Director ITEM

Chair for Entrepreneurship

Curriculum Vitae

Manuel Hess
Prof. Dr. Manuel Hess
Assistant Professor & Project Manager St.Galler Startup Navigator Lab
Robert Schreiber
Research Associate & PhD Candidate