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The article reviews the literature on venture funding, focusing on the psychological factors that influence entrepreneurs' decisions to seek funding. The authors identify three areas for future research:1. Integrating persuasion and perception frameworks to provide a more complete understanding of the fundraising process.2. Examining the entrepreneur's role in the funding process and the factors that influence their funding decisions.3. Using a mixed-methods approach to enhance the internal validity of research findings and improve generalizability.The authors highlight the importance of considering psychological antecedents when examining entrepreneurs' funding decisions, as a comprehensive understanding can inform interventions and policymaking.
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