DOI: 10.14704/nq.2018.16.6.1651

Cognitive Mechanism and Behavior Law of Trust among Partnership Entrepreneurship Partners Based on Event-Related Potential

Jindong Hu, Ning Tian


The purpose of the study is to understand the neural mechanism behind trust cognition and behavior. The model is used to test and the model is further modified through the discussion of path coefficient and experimental study. The interview and demonstration not only make up for the deficiency of the experimental research, but also strongly support the results of the experimental research. As a result, a model of cognitive mechanism and behavior law of trust between partnership entrepreneurship partners with scientific significance and practical significance is obtained, which is supported and compensated by experiment and demonstration. Countermeasures to promote long-term and stable development of trust among partnership entrepreneurship partners have been put forward so as to promote the development of partnership enterprises. Conclusions have been drawn that risk preference has an influence on the decision-making process, and partners’ behavior has an influence on both the cognitive process of trust and the decision-making process.


Partnership Entrepreneurship, ERP, Cognitive Mechanism

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