Entrepreneurial Alertness vs. Framing

In the new approach in entrepreneurship scholars attribute value to entrepreneurial alertness without considering the frame of gaps information that seize the opportunity. We opened a new approach in the literature of entrepreneurial alertness with the aid of new form of risky choice framing. In fact, the aims of the present paper are twofold: (?) proposing a new objective risk assessment method which is taken from risky choice framing, (??) proposing a complementary dimension for entrepreneurial alertness, based on this new form of risky framing. In so doing, a random sample of 90 entrepreneurs and 90 non-entrepreneurs (180 male subjects) are presented with the new framework and the data is collected from them using a descriptive questionnaire which contains a Business scenario along with reviewing the literature of entrepreneurial alertness. One of the important results of the current study is the differences in the degree of the risky choices by entrepreneurs and non-entrepreneurs in negative and positive manipulation despite the same expected value. The intensity of risk taking was by far higher for entrepreneurs than for non- entrepreneurs in both forms. Finally, it is concluded that decoding framing manipulation is an important criterion to entrepreneurial alertness.