Table 1
Failure Attributions and Proposed Entrepreneurial Reactions

 
Goal

Attribution 
for Failure

 
Reaction Pattern

Manifestation in Entrepreneurship (‘Failure’ experience—consequence)
Performance 
Documentation 		 Ability  Helpless—total loss of 
motivation to task 		 Setback—shut down business

Failure—exit entrepreneurial field

Success—maintain status quo 
Learning  Effort or 
Strategy 		 Mastery—increased 
motivation to task 		 Setback—search for creative ways to overcome problem

Failure—try another venture

Success—seek more challenge