Research on the Influence of Regulatory Focus on Entrepreneurial Decision-making——Based on Cognitive Perspective

Abstract

Abstract: Though regulatory focus theory is an effective tool to analyze individuals’ decision making, the application of this theory has been limited in entrepreneurial research. From the cognitive perspective, this study reveals the specific influence of regulatory focus on entrepreneurial decision-making by a thousand valid samples. The results show that the promotion focus positively affects one’s entrepreneurial decision, while the prevention focus has a negative effect. The individuals’ perception of the institutional environment, risk and opportunity play intermediary roles in the effect of promotion focus on the entrepreneurial decision-making. The research deepens the regulatory focus theory and expands its application in entrepreneurship research. At the same time, the conclusion is helpful for entrepreneurs’ rational cognition, and more importantly, provides theoretical basis for the scientific design and promotion of "double innovation" for our government.

Key words: regulatory focus, entrepreneurial cognition, entrepreneurial institutional environment perception, risk perception, opportunity perception

Gu Chen, Zhang Yuli, Cui Lianguang, Deng Shuting. Research on the Influence of Regulatory Focus on Entrepreneurial Decision-making——Based on Cognitive Perspective[J]. Management Review, 2021, 33(6): 122-133.

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