Emotion and Bounded Rationality in Entrepreneurial Decision Making: An Interdisciplinary Approach

Reitaku International Journal of Economic Studies, Vol. 11, No. 1, March 2003

24 Pages Posted: 27 Sep 2003

See all articles by Ichirou Horide

Ichirou Horide

Reitaku University - Department of Economics and Business Management

Abstract

This paper examines the decision making process of an entrepreneur in innovative marketing, and makes clear that emotions are critical factors in decision making at the entrepreneurial top management level. Over the past few decades, a considerable number of researches have been made on rationality and bounded rationality in decision making. However, what seems to be lacking is a sufficient consideration of emotional influences over the minds of a decision maker. This paper sheds some light on the emotional aspects of entrepreneurial decision making and explores the influence of intuition, courage, and wisdom on entrepreneurial decision making at the marketing and entrepreneurship interface.

Keywords: Emotion, Bounded Rationality, Decision Making, Entrepreneurship,Top management,

JEL Classification: D81, M13, M31

Suggested Citation

Horide, Ichirou, Emotion and Bounded Rationality in Entrepreneurial Decision Making: An Interdisciplinary Approach. Reitaku International Journal of Economic Studies, Vol. 11, No. 1, March 2003, Available at SSRN: https://ssrn.com/abstract=428980 or http://dx.doi.org/10.2139/ssrn.428980

Ichirou Horide (Contact Author)

Reitaku University - Department of Economics and Business Management ( email )

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Kashiwa, Chiba 271-8686
Japan
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