Building on a perspective of the entrepreneur as an interpretive agent, we argue that in situations where there is absolute uncertainty, heuristics are useful design rules that aid entrepreneurs’ judgment by synthesizing mental models and expectations to enable purposeful action. This is...

Purpose Research has reliably demonstrated that decision-makers, especially expert ones, use heuristics to make decisions under uncertainty. However, whether decision-makers with little or no experience also do, and if so, how? is unknown. This research addresses this issue in the marketing...