THE NEUROSCIENTIFIC FOUNDATIONS OF ENTREPRENEURIAL DECISIONE-MAKING

This monograph develops the theoretical foundations of neuroentrepreneurship by presenting an integrative framework for understanding entrepreneurial decision-making from a neurobiological perspective. Through a critical interpretive review, it combines insights from entrepreneurship, cognitive neuroscience, psychology, and behavioral economics to link neural mechanisms—such as salience detection, prediction-error learning, emotion regulation, and attentional control—to entrepreneurial cognition and behavior, including opportunity recognition, creativity, and persistence under uncertainty. The volume examines current neuroscientific methods (EEG, fMRI, biofeedback, immersive simulations), assessing their evidentiary strength, limitations in inference, and relevance to real-world applications. Rejecting reductionism, it argues for a complementary relationship between biological and social levels of analysis. The book introduces a conceptual model connecting brain, cognition, and action, offers guidelines for the responsible integration of neurotechnologies and AI in entrepreneurship research, education, and practice, and proposes a research agenda to build both theoretical understanding and empirical data.