'Woman-Owned Business' Labels Enhance Perceived Competence.

This article investigates the impact of affixing gender-based owner attribute labels—specifically "woman-owned business"—on consumer perceptions and business outcomes for women entrepreneurs. Across five preregistered studies involving over 2,500 participants, the research finds that labeling a business as woman-owned enhances perceptions of the owner's agency, which in turn increases perceived business competence, service quality, and purchase interest. These positive effects are particularly pronounced when consumers lack other credible competence cues, such as industry experience, and in industries perceived as difficult for women to succeed in. The findings offer a practical, individual-level intervention for women business owners to counteract gender stereotypes and discrimination in the marketplace, contributing to broader discussions on identity marketing and inclusivity.