Based on research and conceptualizations of cognition, we propose a model that provides a process explanation for habitual entrepreneurship. The model includes three paths that illustrate how distinct push and pull factors may influence an owner-manager to engage in habitual entrepreneurship. We propose that a more intuitive (less rational) cognitive style operates as a direct pull factor and influences other pull and push factors through the greater tendencies to (1) be attracted to entrepreneurial contexts, (2) recognize new opportunities, and (3) experience negative psychosocial outcomes in formal organizations. Empirical tests provide support for our basic premise that an intuitive cognitive style is associated with entrepreneurial behavior in general and habitual entrepreneurship.