Everything (New) I Know About Entrepreneurial Cognition...

I Learned from Social & Sustainable Entrepreneurs

Norris Krueger, Entrepreneurship NorthwestTheresa Michl, Munich School of Management

Dianne Welsh, UNC Greensboro

Ultimatum games: This is your brain on unfairness

2

Entrepreneurial Cognition

State of the Art?

“Entrepreneurial Intentions Are Dead; Long

Live Entrepreneurial Intentions”

Review, The Cognitive Psychology of the

Entrepreneur, International Handbook of

Entrepreneurship Research (Acs &

Audretsch, eds, 2010)

Perceptions

Filters and Metaphors

Mental Prototyping

Nexus is not between orthogonals

Add dynamism and....

Cool Research Question(?):

How do social opportunities affect the

entrepreneurs' mental models?

How Many of You?

Did I make you do Venn diagram exercise?

It's about mental models...

Mental prototypes.

When I say “opportunity” what things fit that

image.. and what doesn't?

Cool Research Question:

For social/sustainable entrepreneurs, what's

different about their mental prototypes?

Deep Beliefs?

Attributions of Causality

Optimism? [PLMQ!]

Show of hands....

Effort or Ability?

Effort or External Forces?

Effort or Luck?

Cool Research Question:

Are Social Entrepreneurs More Optimistic than

Other Entrepreneurs?

Seeing Opportunities

How does social entrepreneurship affect the

Created-Discovered debate?

We know that opportunities are INHERENTLY

multi-dimensional; multi-criteria decision making

(MCDM) is the norm

Think triple bottom line?

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0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1

Growing Very Fast

Not Growing

Competing on Quality

Competing on Price

High Tech

Low Tech

Seeking new product markets

Defending existing product markets

Funded through external capital

Funded internally

Seeking strong financial performance

Not placing a high priority on financial performane

Not emphasizing social responsibility

Consciously focusing on being socially sustainable

Intentionally seeking to be environmentally sustainable

Not emphasizing environmental sustainability

Competitive Conditions are chaiging rapidly

Competitive conditions are stable

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So What?Welpe & Grichnik experiments:

Ss think & act differently depending on

envisioned opportunity -social or economic

Michl, et al. experiments:

Ss' decision making highly influenced by

envisioned opportunity

Cool Research Question:

What does the opportunity space really look

like? And what drives it? (& what

experiments should we do??)

You'll be shocked to learn....

The Intentions Model

Cool Research Questions:

Differences in barriers? Social norms??

Action

Perceived Social Norms

Personal Desirability

Perceived Self-Efficacy

Perceived Collective Efficacy

Perceived Desirability

Perceived Feasibility

INTENTIONS

Precipitating Event

PERCEPTION of OPPORTUNITY

Dynamics

Cool Research Question:

Differences in Commitment?

Bagozzi

Decision

Process

Importance

Decision

Process

Effort

Investment

Decision

Process

Confidence

Goal

Feasibility

Perceived

Behavioral

control

Goal DesireGoal

Intention

Implement-

ation

Desire

Implement-

ation

Intention

Plan

Enactment

Positive

Anticipated

Emotions

Negative

Anticipated

emotions Attitude

Subjective

Norms

Goal

Realization

Emotions & Affect

Emotions (PANAS scales)

Affect (not the same)

Fear of Failure?

Passion

PASSION!!

Harmonious vs. Obsessive

Inventors Syndrome?

Cool Research Question:

Do social entrepreneurs exhibit inventors

syndrome?

Learning

Emotion & Affect: Inherent in transformative

learning, deep cognitive change

Cool Research Question:

Social entrepreneurship unique driver of deep

cognitive change?

Novice ExpertEntrepreneurial

Mindset

Critical Developmental Experiences

Change in what we know (content)

Change in how we know it (knowledge structures)

Change in Deep Beliefs

Questions: 17

Responses: 14,007

How can I help YOU get involved?

www.StartupWeekend.org

Global Entrepreneurship Week Nov 15-22

www.UnleashingIdeas.org

(How can I help YOU get involved?)

Neuroscience?

Sahakian experiment: 'Hot' versus 'cold' cognition

Cool Research Question:Compare social & economic entrepreneurs? OR...

what might be better??

Cool Research Question:Role of affect in decision making? (Michl

experiments)

Contact us!

Norris

norris.krueger@gmail.com

@entrep_thinking

also LinkedIn, Facebook

Theresa

michl@lmu.de

Dianne

dhwelsh@uncg.edu