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The text discusses the growing interest in studying the role of affect (emotions) in the entrepreneurial process. Researchers have found that the environment surrounding new enterprises is unpredictable, which amplifies the impact of emotions on individual decisions and actions. Affect influences various tasks entrepreneurs perform, including creative thinking, persuasion, decision-making, and forming relationships with others. Literature reviews have emerged to address how affect influences entrepreneurial cognition and the differential effects of valence (hedonic tone) and activation (energy) on entrepreneurs' cognition. Despite contributions from these articles, research on affect in entrepreneurship remains fragmented and lacks a holistic perspective.
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text discusses growing interest entrepreneurial process Affect influences affect emotions process text discusses growing

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