Abstract

Previous research on investors’ decision making has focused on the decision criteria used by investors to select projects for investment. By and large, however, these studies have largely ignored the larger information context in which investors first learn about a project. In practice, however, investors’ interest in a project is often generated following some sort of presentation. To address this limitation of extant research, we drew on cognitive research that looks at how jurors process information from witnesses’ presentations, and how this processing affect the conclusions they reach, based on the Story Model (Hastie et al., 1983; Pennington & Hastie, 1998). In practice, however, we found we had to take a much more exploratory approach when we were given an opportunity to collect data at a major Venture Forum sponsored by AeA.

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