Evaluation of Business Opportunities : A Comparative Eye-Tracking Study of Managers and Entrepreneurs

Abstract

This research investigates how managers and entrepreneurs evaluate business opportunities using an eye-tracking approach. We examined the intersection of signaling theory and neuroscience in decision-making, specifically through the evaluation of SWOT analyses. The study contributes to the bourgeoning field of neuroentrepreneurship by highlighting how cognitive processes differ between managers and entrepreneurs during decision-making. It introduces the role of fixation patterns in understanding business opportunity evaluation, offering new perspectives on how entrepreneurs navigate the challenges of undertaking a new venture in dynamic environments.