Risk Perception or Self Perception: What Causes People to Start aVenture? From Information Processing to Experience.

In cognitive entrepreneurship research one main question is: Do entrepreneurs thinkdifferently than others in various ways? Especially in the area of risk perception cognition isthought of as information processing. In later streams of cognitive science it has developedfrom a state where cognition is seen as information processing to a state where cognition ismainly seen as an effective act, where experiences play an important role. We use riskperception as an indicator for information processing and self perception as an indicator forpast experience. We found that past experience explains starting a real venture whereas riskinformation processing explains starting a case study venture....