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This study examines the influence of inventor appearance on how technology licensing officers perceive the commercial potential of new university inventions. An experiment with technology licensing officers at Carnegie I research universities in the United States serves to manipulate inventor appearance in otherwise identical invention disclosures. The experiment reveals that licensing officers perceive inventions by more attractive inventors (inventors with a professional appearance) to have more commercial potential. These findings have several critical implications for university technology commercialization.
Marvin Zuckerman (Sat,) studied this question.