01367nas a2200133   4500008004100000245010400041210006900145260000900214520080000223653003201023100002401055700002001079856013401099       2015                        eng d00aEntrepreneurs' start-up versus persistence decisions: A critical evaluation of expectancy and value0 aEntrepreneurs startup versus persistence decisions A critical ev  c20153 aResearch suggests that entrepreneurs tend to seek to maximize utility when considering whether to pursue a new venture opportunity. However, when choosing whether to persist with their current venture or not, utility maximization may not be of primary importance to entrepreneurs. Using a conjoint experiment, we examine the difference between entrepreneurs’ decision policies in start-up decisions versus persistence decisions. The analysis of the decisions of 135 entrepreneurs indicates that the way that entrepreneurs use expectancy and value in persistence decision policies is significantly different than the way that they use expectancy and value in general opportunity pursuit decision policies. The results provide interesting insights in the entrepreneurial decision-making process.10aStrategy & Entrepreneurship1 aHolland, Daniel, V.1 aGarrett, Robert  u/biblio/entrepreneurs-start-versus-persistence-decisions-critical-evaluation-expectancy-and-value