Affordable loss: behavioral economic aspects of the plunge decision
结合行为经济学，详细分析了创业者在决定是否创业时如何运用“可承受损失”启发式，即评估自己能够承担和愿意承担的风险，并提出了相关命题。
Abstract Affordable loss involves decision makers estimating what they might be able to put at risk and determining what they are willing to lose in order to follow a course of action. Using the entrepreneur's new venture plunge decision, this article combines insights from behavioral economics to develop a detailed analysis of the affordable loss heuristic. Specifically, we develop propositions to explain how individuals: (1) decide what they can afford to lose; and (2) what they are willing to lose in order to plunge into entrepreneurship. The article also discusses the implications of affordable loss for the economics of strategic entrepreneurship. Copyright © 2009 Strategic Management Society.