Abstract

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.

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