How intuition works in venture investment: the holistic effect on decision making

Jinyun Sun and Tianyi Zheng

Venture Capital, 2024, vol. 26, issue 2, 191-218

Abstract: To investigate into the cognitive perspective of venture investment, we performed a field experiment to explore the features and the effectiveness of the intuitive and analytic cognitive modes in the investment decision process. The results showed that intuitive investors care more about the business plan and benefit from the balanced and integrated consideration of both business plan and the entrepreneurial team to make more effective investment decision. The study’s contributions to multiple topics and future directions are discussed.

Date: 2024
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DOI: 10.1080/13691066.2023.2257887

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