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Then there are those that might be considered negative or "costs" in the mind of the entrepreneur if realized:  (Risk of) Likelihood of Failure  Liability of newness (lack of credibility) (Hannan & Freeman, 1984)  Liability of smallness (lack of impact in the market) Bruederl et al., 1992  Lack of self efficacy/self doubt; Regretful thinking (self = venture) (Markman, G., Balkin, D. and Baron, R. (2002)).  Lack of security net (alone)  Uncertainty (ignorance about the future, Alvarez & Busenitz, (2001))  Stress/pressure/Burn-out (over extended)  Ridicule (social embarrassment)  Bankruptcy/Financial Ruin These constructs will be fed into an ROI analysis and converted into a testable model conducive to neuro-trials. Both the qualitative and the converted quantitative models can be used.

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