Cognitive Schemas and Scripts

All individuals do not think in the same manner. This fact is not surprising and is perhaps interesting. Of more interest, however, is that each individual does not always think in the same manner and that part of this intraindividual difference results from the various contexts in which one might find oneself. These primary concepts—borrowed from the [Page 72]field of psychology and social cognitive theory—have provided numerous insights into the field of entrepreneurship and new venture management over the past few decades. Cognition, the act and process of knowing, has been an important part of research in the field of entrepreneurship for more than three decades.

Research in entrepreneurship has shown that developing and/or managing a new venture successfully is linked to how individuals think and ...