Abstract

The study of emotions and cognitions during the entrepreneurial process is a rising and promising research stream. Because these psychological constructs are particularly difficult to grasp with conventional behavioral study methods, this chapter attempts to stimulate complementary neuroscientific research in the field of neuroentrepreneurship. For this purpose, this chapter first reviews selective studies from the field of affective and cognitive neuroscience. After that, I describe some important design issues to consider before starting to conduct a neuroentrepreneurial study. Eventually, I present five neuroentrepreneurial study designs that entail the study of emotions and cognitions in entrepreneurs and can potentially give new insights into existing behavioral evidence. With this chapter, I hope to stimulate thought and action for an increase in rigorous and relevant neuroentrepreneurial studies.