CEREBRAL ACTIVITY – BASED JUDGMENT TRAVERSING NEURO-ENTREPRENEURSHIP
Prof Dr S Sandhya, PIM, Udipi, India & NITTE – NSOM, Bengaluru, India
Prof Dr J Satpathy, PDF, PIM, Udipi, India
Dr N Bindemann, Executive Director, Person-Centered Neuroscience Society, London
Abstract: This literature assessment examines the emerging field of neuro-entrepreneurship and argues for a more process-oriented account of entrepreneurial cognition. Traditional entrepreneurship research has generated important insights into opportunity recognition, uncertainty, and strategic decision-making, but it has often relied on retrospective reporting and outcome-based measures that provide limited access to the underlying cognitive mechanisms. In response, neuro-entrepreneurship brings together entrepreneurship, cognitive neuroscience, and behavioural economics to investigate how opportunity evaluation and entrepreneurial decision processes are supported by neural, attentional, and perceptual dynamics. The assessment synthesizes work on entrepreneurial cognition, reward processing, emotional appraisal, executive control, predictive processing, visual attention, and neural oscillations. Particular emphasis is placed on the complementary value of electroencephalography (EEG) and eye-tracking. EEG offers high temporal resolution for examining rapid neural dynamics, while eye-tracking reveals how information is sampled, prioritized, and compared within complex decision environments. Building on these literatures, the assessment proposes an integrated experimental framework in which entrepreneurial decision-making is studied as a temporally unfolding interaction between attention, evidence accumulation, prediction, and decision commitment. The assessment concludes that combining neural and attentional measures can strengthen theory, support more ecologically valid research designs, and open new directions for entrepreneurship education, training, and technology-assisted decision support.
Key Words: Cerebral Activity, Neuro-Entrepreneurship, Electroencephalography and Decision Support.
VOLUME 10 ISSUE 04 2026: 330 – 344