Edited by J. Robert Mitchell, Ronald K. Mitchell and Brandon Randolph-Seng
Chapter 4: Entrepreneurial self-regulation: consciousness and cognition
Entrepreneurial intentions involve both conscious and non-conscious cognitive processes. While the understanding of the relationship between these processes has made great strides in the social cognition literature, it has been relatively neglected in the entrepreneurship domain. Therefore, the purpose of this chapter is to introduce entrepreneurial cognition researchers to the area of non-conscious cognition from the broader social cognition literature and integrate this literature with research done in entrepreneurial intentions and intuition. In doing so, we introduce the concept of entrepreneurial self-regulation as the explanatory mechanism between conscious and non-conscious cognitive processes in the entrepreneurial domain. We conclude with a brief review of methods from social cognition research in order to help advance research in the area of non-conscious entrepreneurial cognition.
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