“…Keil, Depledge and Rai (2007, p. 395) indicated that “cognitive biases are always present in decision making.” Biases are “decision rules, cognitive mechanisms, and subjective opinions people use to assist in making decisions” (Busenitz & Barney, 1997, p. 12). Even in situations when objective data are available, subjective interpretation may result in biased risk assessments (Ellis, Henry, & Shockley, 2010) demonstrating that managers may not act “as classical rational agents” (Akkermans & Van Wassenhove, 2018, p. 67). While there are numerous decision biases (see Carter et al, 2007 for a review), one, in particular, pertains to scarcity.…”