The objective of this study is to obtain deeper knowledge during the decision-making process in the business field, establishing the emotional and cognitive differences between novice and experienced entrepreneurs. This work looks at how emotional responses vary in key situations, such as personnel hiring, salary remuneration, and the definition of financial and distribution strategies, through the innovative discipline of neuroentrepreneurship. To carry out this study, neuro-technologies were used to perform a neuro-qualitative study using galvanic skin response (GSR) and electroencephalogram (EEG) to evaluate brain performance metrics such as emotional intensity, stress, and engagement, in two groups of entrepreneurs with different levels of experience. The responses were analyzed based on specific questions that covered different aspects of entrepreneurship, allowing a detailed comparison between both groups. The results revealed significant differences in emotional and cognitive responses between novice and experienced entrepreneurs. Novice entrepreneurs showed greater emotional intensity in planning and distribution topics, while experienced entrepreneurs exhibited higher levels of stress in critical aspects such as remuneration and layoffs. However, experienced entrepreneurs also demonstrated a greater capacity for relaxation in areas where they had consolidated experience, highlighting the influence of experience in emotional management. This study provides an innovative vision of the field of entrepreneurship, by combining neuro-technologies to analyze emotional and cognitive responses in business contexts. The use of GSR and EEG provides a deep understanding of how experience influences decision-making and stress management, offering a basis for developing specific support and training programs for entrepreneurs at different stages of business evolution. These findings open new opportunities for future research that explore the impact of additional factors and develop effective interventions to improve the performance and well-being of entrepreneurs.

中文翻译：

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更深入地了解企业家的决策。通过神经创业进行创新

本研究的目的是在商业领域的决策过程中获得更深入的知识，确定新手和经验丰富的企业家之间的情感和认知差异。这项工作通过神经创业的创新学科，着眼于在关键情况下情绪反应如何变化，例如人员招聘、薪资报酬以及财务和分配策略的定义。为了进行这项研究，使用神经技术进行了一项神经定性研究，使用皮肤电反应 （GSR） 和脑电图 （EEG） 来评估大脑性能指标，例如情绪强度、压力和参与度，在两组具有不同经验水平的企业家中。根据涵盖创业不同方面的具体问题对回答进行分析，从而可以在两组之间进行详细比较。结果显示，新手和经验丰富的企业家在情绪和认知反应方面存在显著差异。新手创业者在规划和分销主题上表现出更大的情绪强度，而经验丰富的创业者在薪酬和裁员等关键方面表现出更高的压力。然而，经验丰富的企业家在他们积累经验的领域也表现出了更大的放松能力，突出了经验对情绪管理的影响。本研究通过结合神经技术来分析商业环境中的情绪和认知反应，为创业领域提供了创新的愿景。 GSR 和 EEG 的使用提供了对经验如何影响决策和压力管理的深刻理解，为处于业务发展不同阶段的企业家制定具体的支持和培训计划提供了基础。这些发现为未来的研究提供了新的机会，这些研究探索其他因素的影响并制定有效的干预措施来提高企业家的绩效和福祉。