The Role of Cognitive Appraisal in Informed Decision-Making among Social Entrepreneurs: A Thematic Analysis

Social entrepreneurship (SE) is gaining momentum by providing innovative solutions to economic, social, and environmental problems by generating jobs and social inclusion. However, it involves different challenges that may lead to a negative appraisal. This study aimed to explore cognitive appraisal processes social entrepreneurs use to make informed decisions in their entrepreneurial journey. Interviews were conducted with 13 Indian social entrepreneurs, and the data were subjected to thematic analysis. The main themes were; appropriateness, implications, coping potential, and normative significance. The study proposes a cognitive model for the appraisal of SE. The study is important for aspiring social entrepreneurs to understand the evaluation components of appraisal to decide how appropriate SE is as a career for them.