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Effectuation Publications Library
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Beyond Affective Valence: Untangling Valence and Activation Influences on Opportunity Identification
2015
Maw-Der Foo Marilyn A Uy Charles Murnieks
Research surrounding how entrepreneurs identify opportunities focuses on the impact of affective valence on entrepreneurs’ cognitive processes. Extending this body of research, we theorize how affective valence and affective activation work together to impact opportunity identification. We emphasize that to understand affective influences, both valence and activation should be included because they each influence active search effort and knowledge integration. We discuss the theoretical and practical implications of our study and suggest that future research should include more dynamic relationships among affect and entrepreneurial outcomes.