The moderating role of anticipated affective ambivalence in the formation of entrepreneurial intentions

Students’ predictions of the affective consequences of starting their own business encompass, simultaneously, positive and negative thoughts and feelings (anticipated affective ambivalence). We theorize that anticipated affective ambivalence constitutes a significant element in the entrepreneurial process holding a central role in the realization of entrepreneurial intentions. In the herein presented research, we propose and test a model within which anticipated affective ambivalence is expected to moderate the impact of attitudes towards entrepreneurship (ATT), subjective norms (SN), and perceived behavioral control (PBC) on entrepreneurial intention. Results from a large sample of university student participants found that anticipated affective ambivalence moderated the effects of ATT and SN on entrepreneurial intention (INT) but not the effect of PBC on INT. Theoretically the findings introduce affective ambivalence in the area of nascent entrepreneurship and within the Theory of Planned Behavior model. Practically, the study highlights affective ambivalence in the context of universities’ increasing interest to promote entrepreneurship and to develop suitable educational programs.