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Human decision-making is characterized by explicit (that is, controlled, self-reflective) beliefs as well as by implicit (that is, automatic, spontaneous) beliefs. Entrepreneurship research largely relies on explicit beliefs to explain entrepreneurial behavior, as it is harder to capture implicit beliefs with standard survey methods. This paper argues that integrating implicit beliefs—in combination with explicit beliefs—provides a more comprehensive picture of what individuals think about entrepreneurship and how they act as a result. A reaction-time tool, the Implicit Association Test, is used to measure two types of implicit beliefs (attitudes and self-concept), which play different roles for entrepreneurial behavior. Three studies provide evidence that implicit beliefs (a) affect explicit entrepreneurial attitudes and intentions, and (b) moderate whether these explicit beliefs translate into nascent entrepreneurial behavior. The implications for research and practice are discussed.

What we say = what we think? How implicit beliefs shape nascent entrepreneurial behavior