This article argues that cultural and personal values are relevant in the formation of entrepreneurial intentions; as such, the interplay between both value-levels deserves attention. Individualist values such as achievement, pleasure, self-direction and an exciting and stimulating life are related to entrepreneurial intention and activity, at both the cultural and personal levels. From a sample of 2069 adults with a university degree, the results support a double-effect of culture on entrepreneurial intention: the personal values effect (a more individualist culture leads to more members exhibiting higher entrepreneurial intentions) and the outlier effect (those who are more individualist than average in their culture will exhibit a higher entrepreneurial intention). Within the two individualist dimensions considered (self-enhancement and openness to change), the relationship of self-enhancement to entrepreneurial intention is stronger than that of openness to change. The implications of these results are discussed and avenues for future research are proposed.
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