We investigate how processing preference moderates the effects of emotion words used in entrepreneurial pitches on opportunity evaluation. The use of positive (negative) emotion words may lead to positive (negative) opportunity evaluation, yet these may vary due to evaluators’ different preferences for using heuristic, analytical, or affective processing in decision making. Based on 950 opportunity evaluations of 407 Kickstarter project pitches, our hypotheses are partly supported. Specifically, we find that a preference for heuristic processing enhances the effect of positive emotion words on opportunity evaluation, while preferences for analytical and affective processing may attenuate this effect.
Chan, Richard C.S. and Parhankangas, Annaleena
"BEAUTY IN THE EYE OF THE BEHOLDER: HOW PROCESSING PREFERENCE INFLUENCES OPPORTUNITY EVALUATION,"
Frontiers of Entrepreneurship Research: Vol. 37
, Article 1.
Available at: https://digitalknowledge.babson.edu/fer/vol37/iss2/1