“I will not let you die”: The effect of anthropomorphism on entrepreneurs' resilience during economic downturn

Widya Paramita, Risa Virgosita, Rokhima Rostiani, Amin Wibowo, Rangga Almahendra and Eddy Junarsin

Journal of Business Venturing Insights, 2022, vol. 17, issue C

Abstract: It has been conventional wisdom that entrepreneurs frequently anthropomorphize their businesses by referring them as their “babies” and using biological cycle as metaphors to depict their business development. Building upon the Social Cognitive Theory, this study purports to examine the untapped influence of anthropomorphism on entrepreneur's business decision. Using a sample of Indonesian entrepreneurs, we substantiate the conjecture that anthropomorphism positively affects entrepreneur's resilience. This relationship is explained by an increase in perceived business reputation. Furthermore, we provide evidence that the indirect relationship is attenuated when the business is a family business. The findings of this study have several theoretical contributions and practical implications for policy makers and social marketing that promote entrepreneur's resilience.

Keywords: Anthropomorphism; Resilience; Entrepreneur perceived reputation; Social cognitive theory (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jobuve:v:17:y:2022:i:c:s2352673421000780

DOI: 10.1016/j.jbvi.2021.e00300

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