Hidden inside most people’s minds is the belief that Warren and Bill should start businesses, but Oprah and Martha should not. This subtle, yet culture-wide association between maleness and entrepreneurship discourages women from launching their own start-ups, research shows.

Yet a new psychological study finds that “we can encourage more women to open businesses just by changing the way we talk about entrepreneurship,” says Vishal K. Gupta, an assistant professor at the Binghamton University...

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