The neuroscience of entrepreneurship, or neuroentrepreneurship, looks at the physiology of entrepreneur behavior. First, it tries to determine if an entrepreneurial person’s brain is morphologically distinct from a non-entrepreneur one. Second, it seeks to predict behavior and anticipate the entrepreneur’s future actions by observing what happened previously in his brain. His fields of study include, among others, decision-making, emotion, intuition, and intention.
Neuroscience studies have identified the reward circuits and networks activated when deciding on conditions of risk and uncertainty. These activations occur before, even seconds, before the person becomes aware of her choice.
It could be said that our brain “decides” before we can manifest our choices, and neuroentrepreneurship could predict it.