Attitude is presented as a better approach to the description of entrepreneurs than either personality characteristics or demographics. The development and validation of the Entrepreneurial Attitude Orientation (EAO) scale are explained. Sixty-three undergraduates were used in developing and establishing the test-retest reliability of the EAO. Fifty-four entrepreneurs and fifty-seven non-entrepreneurs served as known groups in establishing the discriminant validity of the EAO. There was a significant difference between known groups for all four of the EAO subscales (achievement, personal control, innovation, self-esteem); all subscales but achievement entered into a stepwise discriminant function.

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Trust has been variously defined by behavioral scientists and not very thoroughly investigated. In this study trust was defined as an expectancy held by an individual that the behavior of another person or a group would be altruistic and personally beneficial. An attempt was made, using this conceptual definition, to identify some personality and behavioral correlates of trust. Seven interpersonal relations groups with approximately 10 male and female undergraduates per group were studied with use of the Janis and Field self-esteem inventory, Schutz's FIRO-B scale, and the Rotter internal-external scale. It was discovered that a trusted person is one who is highly influential, has an internal locus of control, a low need to control others, high self-esteem, and is open to being influenced by others.

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