H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Drawing on social constructive perspective, this study bridges entrepreneurial decision-making and legitimacy underlying the micro-foundation of the market creation. I argue that the extent to which the market is legitimate depends on the alignment between entrepreneur's socio cognition of the market and consumers' perception of the market.
Hao Wang (2018) ,"H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 933-933.
Hao Wang, University of South Florida, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, USA
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Junghan Kim, Singapore Management University, Singapore
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