Emotional certainty domain specificity of entrepreneurial decisions

EMOTIONAL CERTAINTY AND DOMAIN SPECIFICITY OF ENTREPRENEURIAL DECISIONS RASHMI SAHAI (B.Com (Hons.), Delhi University) DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY NATIONAL UNIVERSITY OF SINGAPORE AUGUST 2014 DECLARATION I hereby declare that the thesis is my original work and it has been written by me in its entirety. I have duly acknowledged all the sources of information that have been used in the thesis. This thesis has also not been submitted in any university for any degree previously. Rashmi Sahai 1st August 2014 ii DEDICATION This work is dedicated to two of the nicest human beings I know, Mrs. Savitri Agrawal and Mr. Ramesh Agrawal. Thank you for being the most unconditionally loving parents ever, and for always standing behind me and supporting all my decisions, whether or not you agreed with them. Although I know I can never repay all that you’ve given me, I hope someday I’m able to for you even an iota of what you’ve done. iii ACKNOWLEDGEMENTS First and foremost, I thank my advisor, Dr. Michael Frese. Michael, your influence on my life will extend far beyond graduate school, in both my personal and professional life, as there is much I have learned from you. Thank you for teaching me how to translate abstract ideas into research studies and how to think and write scientifically. Thank you for always being encouraging and keeping me approach focused. I also have the deepest gratitude for my co-supervisor, Dr. Krishna Savani and my committee member, Dr. Jayanth Narayanan. Krishna, working with you was an incredible learning experience and I consider myself lucky to have worked with someone as brilliant as you. Thank you for your positivity and for tirelessly helping me throughout my dissertation. Whether it was wading through my written drafts or datasets to separate the wheat from the chaff, I could not have done any of it without you. To Jay, thank you so much for your deep wisdom and kindness. Our discussions have been incredibly helpful and added depth to this study. Thank you also for your generosity in allowing me access to the subject pool. A huge note of thanks to all the faculty members of our department, who not only introduced me to this lifelong journey of learning but have always been helpful and generous with their time. In particular, I want to thank Dr. Daniel McAllister, Dr. Audrey Chia and Dr. Matthias Spitzmuller. Dan, thank you for lending a listening ear whenever I needed to talk. Our discussions have always helped me think more deeply and critically. Audrey, thank you for your warmth and encouragement. Writing the case study with you was a fantastic learning experience as well an incredible lot of fun. I really hope we get an opportunity to work together in the future. Matthias, thank you for the opportunity to TA in your class, which helped me learn a lot. iv Thanks to all my wonderful colleagues, for their amazing insights and comments which have always helped me better my work. Dr. Nicola Breugst, Dr. Irene De Pater, Dr. Sandy Lim, Zen, Ameek, Gabriel and all others who during the lab meetings and otherwise, contributed the most productive ideas and feedback. I also owe a special note of thanks to the wonderful staff of the MNO department, Wendy, Sally, Latifah and Jenny, who have always offered the most willing and cheerful help whenever needed. And even though I not know their names, a special word of thanks to the anonymous participants in my studies, many of whom left warm and encouraging comments in my data even though they did not need to make this extra effort. Thank you for opening up and allowing me learn about you. Thanks, Yu, for your invaluable help in teaching me programming and for supporting the data collection for my study. A very warm note of thanks to my dearest friends and office mates, Yew Kwan, Smrithi, Rohit and Prashant. Yew Kwan, you have been the best student mentor anyone could get. Smrithi, Rohit and Prashant, thank you for being such a solid pillar of support and for always looking out for me. I could not have asked for better friends in this journey. To my amazing friends and family, I love you so much. To Anju didi, Manju didi and Deepa-thank you for keeping everything aside to listen to me. Vikas, I would not have been here if not for you. Meenal, Pradnya and all my friends in Singapore, your warmth, encouragement and unwavering support has helped me in so many ways that I can’t even count. Thank you for being my family in Singapore. To all my family members and friends who evoked my interest in entrepreneurship with their forays into this arduous yet rewarding journey. Thank you for sharing with me your stories, your struggles and your victories, the insights from which inspired this dissertation. More power to you. Thanks to my father in law, Justice Vishnu Sahai and my mother in law, Prof. Indu Sahai, who have always encouraged and inspired me with their strength of purpose and fortitude. v Most importantly, thanks to my wonderful life partner, Prashant and my son Shiv. Your immense love, patience and humor made me smile when I needed it the most. Thank you Shiv, for telling me the story of the frog who did not give up. vi Table of Contents Acknowledgements iv List of Tables ix List of Figures…… …………………………………………………………………… .x List of Appendices xi Executive Summary .1 Chapter 1: Introduction Overview of the dissertation .9 Overview of the study methodology .…………………………… ………………11 Contributions of the dissertation 13 Structure of the dissertation .14 Chapter 2: Literature Review .15 Domain specificity of business opportunities 15 Emotions and entrepreneurship .18 Traditional view of emotions .19 Alternate view .21 Chapter 3: Emotions and opportunities 24 Emotional certainty and domain specificity of opportunities 28 Study .29 Results 33 Chapter 4: Emotional certainty and construal level .36 vii Study .38 Results. 39 Chapter 5: Construal level and domain specificity of opportunities 41 Study .43 Results. 45 Chapter 6: General discussion and conclusions 47 Key findings 47 Theoretical implications 48 Practical implications 50 Limitations and future research directions .52 Conclusion 53 References .55 Tables. .72 Figures .77 Appendices 80 viii List of Tables Table 1. Means of domain specificity by emotional certainty and valence .72 Table 2. Means of domain specificity by specific emotion .73 Table 3. Means of construal level by emotional certainty and valence .74 Table 4. Means of construal level by specific emotion 75 Table 5. Means of domain specificity by construal condition 76 ix List of Figures Figure 1. Difference in domain specificity of opportunity portfolios between the certainty and uncertainty condition .77 Figure 2. Difference between construal level between the certainty and uncertainty condition 78 Figure 3. Difference in domain specificity of opportunity portfolios between the abstract and concrete construal condition .79 x viewing a video and making judgments about it; viewing pictures of common objects; listening to audio clips; unscrambling jumbled sentence; recalling and listing or describing actions and events from your life; indicating preferences for or choosing between financial options and hypothetical events; indicating what action you would take in different situations; indicating what emotions you are experiencing; categorizing items; solving mazes and other puzzles; indicating colour and text of words shown on the screen; remembering numbers and digits shown on the screen; doing copy-editing according to specific instructions; completing IQ, math, and verbal tests; completing learning tasks; creativity based tasks; cognitive tasks; brainstorming tasks; networking, scientific fields, achievement, and education; and completing standard psychological scales. You are free to not answer any questions you not wish to. 7. How will my privacy and the confidentiality of my research records be protected? This research is completely anonymous. Your name and contact details may be collected for the sole purpose for scheduling the lab session and will be discarded after the session. Further, your name and contact details collected for scheduling will not be tied to your survey response in any way. No personal information will be collected during the survey. All research data is coded (i.e. only identified with a code number) from the very beginning (i.e., all paper questionnaires you receive and all tasks you complete on a computer are automatically assigned random code number that cannot be traced to you in any way). 8. What are the possible discomforts and risks for participants? There will no discomfort associated with this research except for the general discomfort associated with sitting at a computer for a given duration, if any. You will not incur any additional risks by participating in this research. 9. What is the compensation for any injury? No injuries are expected as part of participation in this research, and therefore, no compensation for injuries is expected. 10. Will there be reimbursement for participation? Those from NUS Business School’s subject pool will be given 0.5 course credit for participating in a 30 minute study. Other NUS participants will be reimbursed at the rate of S$5 for participating in a 30-minute study. 11. What are the possible benefits to me and to others? 81 There is no direct benefit to you by participating in this research. The knowledge gained may benefit the public in the future. By learning factors that influence people’s ability for entrepreneurship, this research can suggest interventions to improve performance. 12. Can I refuse to participate in this research? Yes, you can. Your decision to participate in this research is voluntary and completely up to you. You can also withdraw from the research at any time before submitting your responses, without giving any reasons, by informing the principal investigator and all your data collected will be discarded. However, once you have submitted your responses, you will not be able to withdraw your data since the researchers will not know which dataset belongs to you. If you are participating in an online survey, you can withdraw from the research by closing the browser at any point. Data from incomplete surveys will be discarded. 13. Whom should I call if I have any questions or problems? Please contact the Principal Investigator, Rashmi Sahai at rashmi@nus.edu.sg for all researchrelated matters. For an independent opinion regarding the research and the rights of research participants, you may contact a staff member of the National University of Singapore Institutional Review Board (Attn: Mr. Chan Tuck Wai, at telephone +65-6516-1234 or email at irb@nus.edu.sg). 82 Appendix B: Emotion priming manipulation Instructions: You are participating in a series of research studies. The first study is about people’s memory of emotional experiences. Please answer the following two questions truthfully and provide as many details as possible. Angry condition: I) Please describe three things or situations that make you REALLY ANGRY? 2) Now please describe in detail one real incident or situation from your life that made you EXTREMELY ANGRY. Please tell us what happened and how you felt during that time. Please describe the details realistically and vividly, such that even someone reading it might start feeling angry. Fear condition: I) Please describe three things or situations that make you REALLY FRIGHTENED? 2) Now please describe in detail one real incident or situation from your life where you felt EXTREMELY FRIGHTENED. Please tell us what happened and how you felt during that time. Please describe the details realistically and vividly, such that even someone reading it might start feeling frightened. Happiness condition: I) Please describe three things or situations that make you REALLY HAPPY? 2) Now please describe in detail one real incident or situation from your life where you felt EXTREMELY HAPPY. Please tell us what happened and how you felt during that time. Please describe the details realistically and vividly, such that even someone reading it might start feeling happy. Hope condition: I) Please describe three things or situations that make you REALLY HOPEFUL? 2) Now please describe in detail one real incident or situation from your life where you felt EXTREMELY HOPEFUL. Please tell us what happened and how you felt during that time. Please describe the details realistically and vividly, such that even someone reading it might start feeling hopeful. 83 Appendix C: Domain specificity of business opportunities Instructions: The emotion study is now over. The second study focuses on business decision making. This study explores how people identify business opportunities. The research will be used to better understand how individuals recognize business opportunities, which is an important topic to business scholars and researchers. A venture capitalist is a person who invests in new businesses that need funding to get off the ground in return for a share of the new company. Venture capitalists invest in startup businesses because they can typically earn a high return on their investments if these businesses become successful. However, if the new business fails, they would lose their investment. Imagine that you are a venture capitalist who wants to make a financial investment in four business ventures. You are considering 16 options and have to pick of them to invest in. These business ventures are in different industries that have grown to a similar extent in the past and are expected to grow similarly in the future. You have the domain expertise and knowledge to manage all of the following businesses, so it is completely up to you which of the following 16 options you choose to invest in. When you are ready, please click continue to start the task. 84 List of business opportunities: Please read through the entire list and select any four business opportunities that you would consider investing in from the following list: 1. Aerobics studio 2. Bakery 3. Gymnasium 4. Handmade natural cosmetics store 5. Handmade bags store 6. Home décor store 7. Local beer, wine and beverages store 8. Local handmade chocolates store 9. Martial arts studios 10. Nursery and kindergarten schools 11. Primary and secondary schools 12. Specialty tea & coffee bars 13. Technical and vocational education schools 14. Test preparation schools (e.g. training for SAT, GRE, GMAT etc.) 15. Upscale cafés 16. Yoga studios 85 Appendix D: Construal level measure In the following screens, you will see different actions presented one at a time. For each action, there are two options given, which are two different ways of describing the same action. You have to decide which of the two options best describes the action. For example, you might see: Attending class: a. sitting in a chair b. looking at a teacher. If you think "sitting in a chair" is a better descriptor of "attending class," then select the first option. If you think "looking at a teacher" is a better descriptor of "attending class," then select the second option. There are no right or wrong answers - we just want to see how you think. 86 1. Making a list a. Getting organized b. Writing things down 2. Reading a. Following lines of print b. Gaining knowledge 3. Washing clothes a. Removing odors from clothes b. Putting clothes into the machine 4. Measuring a room for carpeting a. Getting ready to remodel b. Using a measuring tape 5. Cleaning the house a. Showing one's cleanliness b. Vacuuming the floor 6. Painting a room a. Applying brush strokes b. Making the room look fresh 7. Paying the rent a. Maintaining a place to live b. Writing a check 8. Caring for houseplants a. Watering plants b. Making the room look nice 9. Locking a door a. Putting a key in the lock b. Securing the house 87 10. Filling out a personality test a. Answering questions b. Revealing what you're like 11. Tooth brushing a. Preventing tooth decay b. Moving a brush around one’s mouth 12. Taking a test a. Answering questions b. Showing one's knowledge 13. Greeting someone a. Saying hello b. Showing friendliness 14. Resisting temptation a. Saying "no" b. Showing moral courage 15. Eating a. Getting nutrition b. Chewing and swallowing 16. Traveling by car a. Following a map b. Seeing countryside 17. Having a cavity filled a. Protecting your teeth b. Going to the dentist 18. Talking to a child a. Teaching a child something b. Using simple words 88 19. Pushing a doorbell a. Moving a finger b. Seeing if someone's home 89 Appendix E: Construal level priming Instructions: You are participating in a series of research studies. These studies focus on people’s imagination. Please answer the following questions truthfully and read all the instructions carefully. Abstract condition Please read the instruction below carefully. For everything we do, there always is a reason why we it. Moreover, we often can trace the causes of our behavior back to broad life-goals that we have. For example, you currently are participating in an online survey. Why are you doing this? Perhaps to earn some money. Why you want to earn money? Maybe because you want to go out for a movie, or because you want to buy new clothes. And perhaps why you wish to go out for a movie or buy new clothes, is because you feel that doing so makes you happy. Research suggests that engaging in thought exercises like the one above, in which one thinks about how one's actions relate to one's ultimate life goals, can improve people's life satisfaction. In this survey, we are testing such a technique. This thought exercise is intended to focus your attention on why you the things you do. 90 Task For this thought exercise, please consider the benefits of “improving your fitness level.” Please list three important life goals which improving your fitness level could help you meet. 1st life goal: 2nd life goal: 3rd life goal: b. Now from the three goals listed above, which is the one that best explains WHY improving your fitness level is important for you? Now please give us one reason for WHY [the above-stated reason] is important for you? Now please give us one reason for WHY [the above-stated reason] is important for you? Thank you for completing the first part of this exercise. 91 Task For the second part of the thought exercise, now please consider the benefits of "increasing your knowledge.” Please list three important life goals which increasing your knowledge could help you meet. 1st life goal: 2nd life goal: 3rd life goal: Now from the three goals listed above, which is the one that best explains WHY increasing your knowledge is important for you? Now please give us one reason for WHY [the above-stated reason] is important for you? Now please give us one reason for WHY [the above-stated reason] is important for you? 92 Concrete condition Instructions: Please read the instruction below carefully. For everything we do, there always is a process of how we it. Moreover, we often can follow our broad life-goals down to our very specific actions. For example, like most people, you probably hope to find happiness in life. How can you this? Perhaps going for a movie, or buying new clothes, can help. How can you these things? Perhaps earning money can help. How you earn money? In some cases, such as today, you can so by participating in an online survey. Research suggests that engaging in thought exercise like the one above, in which one thinks about how one's ultimate life goals can be expressed through specific actions, can improve people's life satisfaction. In this study, we are testing such a technique. This thought exercise is intended to focus your attention on how you the things you do. 93 Task For this thought exercise, please consider the goal of “improving your fitness level.” Please list three ways by which you can improve your fitness level 1st way of improving my fitness level: 2nd way of improving my fitness level: 3rd way of improving my fitness level: Now from the three activities listed above, choose the most important activity that tells us HOW can you improve your fitness level? Now please tell us HOW can you [do the above-stated action] ? Now please tell us HOW can you [do the above-stated action]? Thank you for completing the first part of this exercise. 94 Task For the second part of the exercise, now please consider the goal of “increasing your knowledge.” Please list three ways by which you can increase your knowledge. 1st way of increasing your knowledge: 2nd way of increasing your knowledge: 3rd way of increasing your knowledge: Now from the three activities listed above, choose the most important activity that tells us HOW can you increase your knowledge? Now please tell us HOW can you [do the above-stated action]? Now please tell us HOW can you [do the above-stated action]? 95 Appendix F: Demographic questions 1. Gender:  Female  Male 2. What is your age (enter a number only)? 3. What is the highest education that YOU have received?  Less than high school  High school  Incomplete college  Associate Degree (AA)  Bachelor's Degree (BA, BS, BBA)  Master’s degree (MA, MS, MBA)  Doctor’s degree (Ph.D., JD, MD) 4. Which of the following best describes your level of comfort with English?  I am a native English speaker  I am not a native English speaker but I am very comfortable in English  I am moderately comfortable in English  I am not very comfortable in English 5. Did you take this survey straight through or did you take a break?  I took it straight through  I took a break 6. If you took a break, what did you do? 7. What you think this study was about? 8. Was there anything else you wanted to add? 96 [...]... dimension of emotional certainty predicts the domain specificity of opportunity selection Specifically, I propose that individuals experiencing emotional uncertainty select domain opportunity portfolios whereas individuals experiencing emotional certainty select domain opportunity portfolios I further argue that the mechanism through which emotional certainty 22 influences the domain specificity of opportunities... single industry (domain- specific portfolios) or from multiple industries or fields (domain- general portfolios) Thus, domain specificity indicates the diversity of a business opportunity portfolio The domain specificity of the opportunities that entrepreneurs select can have important consequences First, domain specificity of a business portfolio would influence the overall risk profile of the portfolio... concept of domain specificity in opportunities, I widen the scope of research on opportunity evaluation from focusing on single opportunities to consideration of a portfolio of opportunities As explained in the following chapter, the domain 13 specificity of the opportunities that entrepreneurs select can have important consequences for overall business risk, flexibility and market leadership of a venture... tested whether the level of certainty associated with the emotions that individuals are experiencing influences the domain specificity of the business opportunity portfolios that they select Study 1 showed that that participants who experienced emotional 1 certainty (anger and happiness) chose domain- specific opportunity portfolios compared to those who experienced emotional uncertainty (hope and fear)... Ellsworth, 1985) to develop specific arguments to illustrate how emotional certainty can influence the domain specificity of business opportunities that individuals select To do so, I first draw a comparison between emotional certainty and valence to hypothesize which dimension may be more salient in predicting the domain specificity of the business opportunities that individuals select Research in... Structure of dissertation This dissertation proceeds as follows In Chapter 2, I first explain the construct of domain specificity and subsequently review the literature, beginning with an overview of affect and emotions and their relevance to entrepreneurship in general and in particular to opportunity selection In Chapter 3, I develop my hypotheses on how emotional certainty may influence domain specificity. .. conditions turn unfavorable in one domain Finally, domain specificity involves a tradeoff between achieving market dominance and ensuring business survival If people focus their resources on a specific domain, they are likely to achieve a dominant market share in that domain, leading to greater profitability if it turns out to be the right choice However, if their choice of domain turns out to be an unviable... sense of uncertainty about what has happened, is happening, or might happen, and perhaps also about the cause of the event (Lerner & Tiedens, 2006) Likewise, happiness and hope are both positively valenced emotions that differ in the degree of certainty evoked Happiness is associated with a sense of certainty about things going the way we want them to, whereas hope is associated with a sense of uncertainty... greater domain specificity in the business opportunities they select 10 Overview of the study methodology My proposed research model suggests that the certainty associated with emotions would lead people to select more domain specific entrepreneurial opportunity portfolios because of the more abstract mindset activated by emotions associated with certainty I tested these hypotheses in a series of experiments... the relationship between emotional certainty and opportunity selection In Chapter 3, I explore whether individuals experiencing emotional certainty show greater domain specificity in the business opportunities they select To understand a potential mechanism producing the above effect, the second part of my dissertation investigates the role of construal level as a mediator of the relationship between . List of Tables Table 1. Means of domain specificity by emotional certainty and valence 72 Table 2. Means of domain specificity by specific emotion 73 Table 3. Means of construal level by emotional. EMOTIONAL CERTAINTY AND DOMAIN SPECIFICITY OF ENTREPRENEURIAL DECISIONS RASHMI SAHAI (B.Com (Hons.), Delhi University) DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF. Difference in domain specificity of opportunity portfolios between the certainty and uncertainty condition 77 Figure 2. Difference between construal level between the certainty and uncertainty