Though entrepreneurial passion has gained significant attention in recent years, very little scholarship has scholars have yet to explore how notions of gender and gendered traits impact how such passion is received. The current study integrates emotional contagious theory and gender role congruity theory to posit theoretical predictions regarding the extent to which men’s and women’s passion expression are differentially received by observers and how the difference is further contingent upon agentic vs. communal traits. We validate our predictions using videometric measures of passion extracted from 302 YouTube-based contentpreneurs. Capturing passion from three different sources– verbal, vocal, and facial expressions, our results reveal that passion expressed by men is more likely to receive favorable viewer responses than that expressed by women. Moreover, gender congruent modes of communication further improve favorable responses for both men and women contentpreneurs.
