, we introduce the theory of mixed control, a model of compound-risk perception. This theory considers outcome expectancies … entrepreneurship is a complex and dynamic activity, involving multiple sources of risk. Beliefs about the efficacy of these elements … control beliefs is therefore at the core of our theory. Further, we discuss that risks are not only subjectively perceived but …

This paper presents a new descriptive theory for decision making under risk, called adapting theory, which deals with … function of payoffs, our theory provides a novel and unified account of many empirical phenomena. Our theory also yields new … predictions, including some that distinguish it from prospect theory and the salience theory. At the same time, our theory can be …