As attention is argued to be a limited resource (Cyert & March, 1963; Simon, 1947), firms cannot attend to all issues concurrently and must continually divide their attention to different goals (Greve, 2008; Cyert & March, 1963) and environmental stimuli (Hambrick and Mason, 1984; Ocasio, 1997). Since there is a growing societal and political consensus about the fact that firms need to address social issues, questioning the narrow focus on profit maximization (Margolis and Walsh, 2003), the question of what factors influence the attention patterns towards economic and social goals, is all the more relevant. This paper uses the Attention Based View (ABV) (Ocasio, 1997) to study how the values of the entrepreneur, organizational identity and resource availability affect the attention to social and economic goals. The study further hypothesizes that prior performance acts as a moderator on these relations.