Chapter 2 A matter of feeling? The role of intuition in entrepreneurial decision-making and behavior

Abstract

In recent years there has been a growth of interest in the role played by intuition in entrepreneurial cognition and behavior. However, the significance of the role of affect in intuitive judgment has been underplayed by entrepreneurship researchers. In response to this theoretical and empirical shortcoming we propose recognition-primed decision-making (RPD), the somatic marker hypothesis (SMH), and dual-process theories (in particular Cognitive-Experiential Self-Theory: CEST) as complementary frameworks for advancing understanding of the dynamic interplay of cognition and affect in entrepreneurial judgment and decision-making.

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