Deeper knowledge of entrepreneurs in decision-making : innovating through neuroentrepreneurship

The objective of this study is to obtain deeper knowledge during the decision-making process in the business field, establishing the emotional and cognitive differences between novice and experienced entrepreneurs. This work looks at how emotional responses vary in key situations, such as personnel hiring, salary remuneration, and the definition of financial and distribution strategies, through the innovative discipline of neuroentrepreneurship. To carry out this study, neuro-technologies were used to perform a neuro-qualitative study using galvanic skin response (GSR) and electroencephalogram (EEG) to evaluate brain performance metrics such as emotional intensity, stress, and engagement, in two groups of entrepreneurs with different levels of experience. The responses were analyzed based on specific questions that covered different aspects of entrepreneurship, allowing a detailed comparison between both groups. The results revealed significant differences in emotional and cognitive responses between novice and experienced entrepreneurs. Novice entrepreneurs showed greater emotional intensity in planning and distribution topics, while experienced entrepreneurs exhibited higher levels of stress in critical aspects such as remuneration and layoffs. However, experienced entrepreneurs also demonstrated a greater capacity for relaxation in areas where they had consolidated experience, highlighting the influence of experience in emotional management. This study provides an innovative vision of the field of entrepreneurship, by combining neuro-technologies to analyze emotional and cognitive responses in business contexts. The use of GSR and EEG provides a deep understanding of how experience influences decision-making and stress management, offering a basis for developing specific support and training programs for entrepreneurs at different stages of business evolution. These findings open new opportunities for future research that explore the impact of additional factors and develop effective interventions to improve the performance and well-being of entrepreneurs.