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“I will not let you die”: The effect of anthropomorphism on entrepreneurs' resilience during economic downturn

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  • Paramita, Widya
  • Virgosita, Risa
  • Rostiani, Rokhima
  • Wibowo, Amin
  • Almahendra, Rangga
  • Junarsin, Eddy

Abstract

It has been conventional wisdom that entrepreneurs frequently anthropomorphize their businesses by referring them as their “babies” and using biological cycle as metaphors to depict their business development. Building upon the Social Cognitive Theory, this study purports to examine the untapped influence of anthropomorphism on entrepreneur's business decision. Using a sample of Indonesian entrepreneurs, we substantiate the conjecture that anthropomorphism positively affects entrepreneur's resilience. This relationship is explained by an increase in perceived business reputation. Furthermore, we provide evidence that the indirect relationship is attenuated when the business is a family business. The findings of this study have several theoretical contributions and practical implications for policy makers and social marketing that promote entrepreneur's resilience.

Suggested Citation

  • Paramita, Widya & Virgosita, Risa & Rostiani, Rokhima & Wibowo, Amin & Almahendra, Rangga & Junarsin, Eddy, 2022. "“I will not let you die”: The effect of anthropomorphism on entrepreneurs' resilience during economic downturn," Journal of Business Venturing Insights, Elsevier, vol. 17(C).
    • Handle: RePEc:eee:jobuve:v:17:y:2022:i:c:s2352673421000780
    DOI: 10.1016/j.jbvi.2021.e00300
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