positive consequences of affect heuristic in entrepreneurial marketing behaviour (case study: nascent nano and bio-entrepreneurs)

entrepreneurs use decision heuristics in lots of their business-related decisions. one of the most important heuristics is affect heuristic which is of paramount importance in entrepreneurs’ decision making. also, entrepreneurial marketing behavior is one of the most important entrepreneurial characteristics which is influenced by entrepreneurial mindset, decision making and thought. the paper’s main goal is to identify main the positive consequences of affect heuristic in entrepreneurs’ marketing behavior. according to our results which are based on qualitative content analysis and careful coding of the data gathered from interviewing 20 iranian nascent techno-entrepreneurs stationed in tehran province, increase in the tempo of decision making, increase in risk-taking propensity, surviving and remaining in the market, and increase in the propensity to innovation are the main positive consequences of affect heuristic in entrepreneurial marketing behavior.