ANALYSIS OF THE MEDIATING ROLE OF COGNITIVE ABILITIES/ COGNITIVE STYLE IN DECISION MAKING OF THE ENTREPRENEURS WHILE APPLYING EFFECTUATION PRINCIPLES

One of the main concerns researchers and educators, particularly in entrepreneurship domain, has been identifying mechanism through which cognitive abilities style affect behavior entrepreneurs. This is because crucial role that entrepreneurial decision-making personnels play inspiring enabling people to establish for new venture. research investigates connection Cognitive Abilities/ Style with Decision Making Entrepreneurs while applying Effectuation Principles. The sample was composed 1,112 entrepreneurs involved activities or running businesses from Pakistan, Sindh both urban rural areas Province, operating different industries doing home based business small medium size enterprises. abilities’ mediating impact on effectuation principles decision making analyzed simple regression multiple help Baron Kenny four step model. Furthermore, mediate relationship between principles. Findings current study suggested are strongest predictor followed by their making.