Abstract

The evaluation and decision of what constitutes an attractive business opportunity remains of central interest to entrepreneurship scholars, educators and to the community of practice. In particular, the content and use of opportunity evaluation schemas has received strong attention in the literature. Previous studies have notably demonstrated that beliefs in form of opportunity scripts and reasoning strategies when evaluating opportunities change with entrepreneurial experience. However, little is known about the more subconscious processes that drive the development of those scripts through experience and their consistent use. Subconscious processes can be a crucial factor in complex and ambiguous decision contexts. They affect metacognitive capabilities and thus impact an individual’s introspection and learning. Subsequently, this study examines the effect of subconscious drivers in opportunity decision-making. Specifically, we investigate how images of self with respect to vulnerability and capability affect introspection accuracy and resulting congruence when evaluating business opportunities.

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