'Trying' to be an Entrepreneur? A 'Goal-Specific' Challenge to the Intentions Model

If we are to understand how entrepreneurial intentions evolve, we must embrace theories reflecting the inherent dynamics of human decision making. While the dominant model of entrepreneurial intentions remains invaluable, capturing the dynamics is necessary to advance our understanding of how intent becomes action. To this end, we offer Bagozzi's Theory of Trying (TT) as a theory-driven model that assumes a dynamic pathway to intent. Rather than focusing on intentions toward a static target behavior, TT focuses on intentions toward a dynamic goal. To support this perspective, we offer striking new evidence that the emergent intentions process is indeed dynamic