A Social Cognitive Perspective on Opportunity Evaluation. (March 2019)

• Record Type: Journal Article
• Authors: Kushev, Trayan; Ahuja, Manju K.; Carter, Robert E.
• Is Part Of: Journal of entrepreneurship. Volume 28:Number 1(2019)
• Page Start: 35
• Page End: 67
• Publication Date: 2019-03
• Subjects: Opportunity evaluation -- social cognitive theory -- social capital relatedness -- regulatory focus; Entrepreneurship -- Periodicals; 338.04
• DOI: 10.1177/0971355718810570
• Languages: English
• ISSNs: 0971-3557

Abstract

This study uses social cognitive theory as basis to propose an integrative, multilevel research model that examines how entrepreneurs evaluate opportunities. We use a conjoint experiment coupled with hierarchical linear modelling to empirically test the model. Results indicate that age, gender, social capital relatedness and dispositional regulatory focus will have an impact on evaluation decisions. The study contributes to the extant research on opportunity evaluation by examining how entrepreneurs evaluate opportunities and by providing an integrative framework for the field of entrepreneurship.