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Immaculada Jaén and Francisco Liñán

This chapter attempts to measure the importance of a region’s cultural values in determining the entrepreneurial intention of each of its members separately. Schwartz’s approach is followed in measuring cultural values, together with Ajzen’s theory of planned behavior with regard to entrepreneurial intentions. The empirical study has been conducted on a sample of 2974 university graduates as part of the VIE project. Results show that a region’s culture indirectly influences the entrepreneurial intention of its members. People in some regions do feel a more positive attitude, subjective norm or perceived behavioral control due to the region’s cultural characteristics. Key words: cultural values, entrepreneurial intention, Spanish regions, value structure, cognitive research.