DOI: 10.14704/nq.2018.16.6.1570

Effect of Risk Preference on Entrepreneurial Cooperative Behavior in Industrial Clusters: Based on Neuromanagement and Event-Related Potentials Experiment

Hao Liu, Dongmei Xu


The tendency and risk preference of individual behavior affect the cooperative intention and behavior choice of entrepreneurs in industrial clusters. In this study, Event-Related Potentials (ERP) experiment was added to IGT, to investigate the influence of high and low risk preference on the entrepreneur's cooperative behavior. We obtained the related behavioral and ERP data to analyze the entrepreneur's behavior selection. The results showed that there is the greater amplitude of P300 and the smaller amplitude of FRN in high risk preference individuals than that of low risk preference individuals regardless of the feedback of cooperative or non-cooperative behavior words. The t-test results showed that there are the significant differences in the selection ratio and the average response of non-cooperative option were found between the two risk preference types. The non-cooperative behavior intention of high risk preference individuals is higher than that of low risk preference individuals. Therefore, the risk preference has a significant influence on the cooperative behavior intention of entrepreneurs, and the non-cooperative behavior intention of the high risk preference individuals is higher than that of the low risk preference individuals.


Entrepreneurial Cooperative Behavior, Risk Preference, ERP Experiment

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