The Role of entrepreneurial intention on the association between
emotional word stimuli and decision-making An Event Related Potentials
study A
Abstract
Neuro-technologies can delve deeper into the entrepreneur’s brain. We
hypothesize that the Event-related potentials method can aid in our
understanding of how emotions play a part in entrepreneurial
decision-making. This is a method for evaluating neural responses to
specific events extracted from electroencephalography, or EEG. Using the
strengths of a one-armed-bandit task to analyse how intentions and
emotions alter decision-making, we show the effects of both pleasant and
unpleasant emotional words on decision making in terms of returns, N100,
and N400 amplitudes. We discuss the additional research value that ERP
components such as the N100 and N400 may bring to the field based on the
evidence obtained.