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Pablo Martin De Holan and Cyril Couffe

Advances in neurocsciences offer vast promise for scholars interested in entrepreneurial cognition and decision making. In this chapter, we unpack the potential and the challenges of using EEG technologies for entrepreneurship research. Based on our experience, we explore areas where EEG shows the most promise and its intrinsic limits, and offer some practical advice for scholars interested in setting up similar projects. We conclude with some suggestions for further empirical work.