Feeling and thinking: the role of affect in entrepreneurial cognition

This chapter examines the role of affect, a general term that comprises emotions and moods, on entrepreneurial cognition. First, we define affect and provide a summary of theories and empirical research on it and its relation to cognition and behaviors. Following that, we review research on affect and entrepreneurial cognition. Affect is particularly important in the study of entrepreneurship because entrepreneurs often face an emotional and dynamic environment in the venture creation process. Previous studies have suggested that affect exerts a significant influence across various entrepreneurial cognitions and behaviors. In addition to reviewing this literature, throughout the chapter we highlight exciting future research opportunities. We also recognize the role of emotion regulation strategies in influencing feelings and consider how these can help entrepreneurs take control of their emotions and subsequently impact their cognitive processes. At the end of the chapter, we recognize the challenges of studying affect and discuss methods that can be employed to overcome these challenges in entrepreneurial research.