Although there is a burgeoning research interest in the affective aspect of entrepreneurial behavior (Baron, 2008; Cardon et.al, 2009; Foo et.al, 2009), the literature remains largely silent about how affect operates in entrepreneurial decision making. However, recent developments in biopsychology and management science suggest that affect may play a more important role in decision making than previously recognized (Izard, 2009; Pham, 1998; Seo & Barrett, 2007). Affect not only influences the ongoing decision making process as an external force, but also directly serves as a critical information cue to a decision maker when she evaluates a task objective (Schwarz & Clore, 1983), so that affect may help the decision maker simplify overwhelming impulses into focused cognitive processes, and motivate adaptive actions (Izard, 2009). In this paper I explore the relationship between multiple decision-making processes and entrepreneurs’ feelings under an assumption that affect and cognition is independent but continually interactive. The extent to which affect interacts with cognition forms a pattern of affect-cognition schemas, from which multiple decision making processes derive. The influences of feelings will increase in processes in which entrepreneurs pay less attention to cognitive characteristics.
"THE ROLE OF AFFECT IN MULTIPLE PROCESSES OF ENTREPRENEURIAL DECISION MAKING (INTERACTIVE PAPER),"
Frontiers of Entrepreneurship Research: Vol. 31
, Article 15.
Available at: http://digitalknowledge.babson.edu/fer/vol31/iss5/15