Document Type : Research Paper
Authors
1 PhD student in psychology, Gorgan Branch, Islamic Azad University, Gorgan, Iran
2 Department of Educational Sciences ,Frahangian Unuversity,Tehran,Iran.
3 Associate Professor, Department of Psychology, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran
4 Assistant Professor, Department of Psychology, Gorgan Branch, Islamic Azad University, Gorgan, Iran
Abstract
The purpose of this research was to analyze the cognitive components that played a causal role in the process of persuasion to entrepreneurial behavior. The research method was qualitative and based on grounded theory. The statistical population of the research included all entrepreneurs of agricultural transformation industries in Mazandaran province in the time period of winter 1400 to spring 1401 and the statistical sample of the research was 21 organizational and theoretical experts who were identified by purposeful and snowball sampling method and studied using semi-structured interview method. The collected data were analyzed according to the method of Strauss and Corbin (1998). The findings of the coding process were 275 open codes, which after going through open, central and selective coding phases; 25 subcategories and 11 main categories were identified and classified in 5 axes, which are: cognitive motivation (the Perception of physiological needs & psychological needs), Cognitive context (Entrepreneurial attitude, learned entrepreneurial skills, personality and entrepreneurial traits), Interventionists (cognitive interventions),Strategies (Self-actualization, entrepreneurial thinking, structuring), and consequences (cognitive results, meta-cognitive results) around the central category (cognitive components of persuasion pattern). The results were formed in the form of paradigmatic and conceptual patterns. The findings of this research can be used at the macro level for national policy makers and executive managers of public and private sectors and at the micro level to persuading students and those interested in entrepreneurship.
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