This study evaluates how the presentation of an entrepreneurial idea can affect the likelihood of convincing different classes of resource providers to contribute. Recent studies suggest the importance of examining how potential resource providers evaluate signals from entrepreneurs (Cardon, Sudek & Mitteness, 2012) and how such evaluations can be influenced by behavioral biases (Mitteness, Sudek & Cardon, 2012; Parhankangas & Ehrlich, 2009). We suggest that if a business pitch is appropriately targeted to account for the biases of a particular resource provider, it can prime particular cognition schemas and thereby improve the likelihood of obtaining resources. In doing so, the study contributes to the literature on the role of entrepreneurial language and narratives (e.g., Glynn, 2001; Martens, Jennings & Jennings, 2007) and presentation capabilities (e.g., Chen, Yao & Kotha, 2009; Clark, 2008) in influencing stakeholder responses.
Josefy, Matthew and Fitza, Markus
"PITCH PERFECT: THE IMPORTANCE OF COGNITIVE AND AFFECTIVE PRIMES IN ENTREPRENEURIAL RESOURCE ACQUISITION (INTERACTIVE PAPER),"
Frontiers of Entrepreneurship Research: Vol. 37
, Article 16.
Available at: https://digitalknowledge.babson.edu/fer/vol37/iss2/16