Cognitive Control in Entrepreneurship: The Neuroscience of Producing Novel Action Despite Uncertainty
Keyword(s):
Research on entrepreneurial cognition and uncertainty has existed for decades, yet most empirical studies have not integrated methods or concepts from neuroscience. To address this, we provide a framework to unpack the micro-foundations of entrepreneurial cognition. Leveraging theories of cognitive control we show how novel actions are produced, and how the resulting uncertainty can be mediated by context, emotions, social cognition, and metacognition. In addition, by summarising where neuroscience methods have already been used and suggesting future research avenues, we aid further investigation into how entrepreneurial thinking can overcome uncertainty to drive innovation.