Entrepreneurship is a pitch: determining successful persuasive processes utilized during entrepreneurial venture pitches

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dc.contributor Gaines, Robert
dc.contributor Bragg, Dianne
dc.contributor Drnevich, Paul
dc.contributor Armstrong, Craig
dc.contributor.advisor Gower, Karla
dc.contributor.author Burks, Josie Alexandra
dc.date.accessioned 2021-05-12T16:28:29Z
dc.date.available 2021-05-12T16:28:29Z
dc.date.issued 2020-07
dc.identifier.other u0015_0000001_0003737
dc.identifier.other Burks_alatus_0004D_14301
dc.identifier.uri http://ir.ua.edu/handle/123456789/7680
dc.description Electronic Thesis or Dissertation
dc.description.abstract Entrepreneurial Venture Pitches represent a form of persuasive communication used by entrepreneurs to solicit venture funding from investors. This form of persuasive communication is best known by audiences familiar with primetime television shows, such as Shark Tank, and online streaming shows, such as Entrepreneur Elevator Pitch. Though this form of communication is relatively well-known by common audiences, there is a rather small body of academic literature specific to the fields of entrepreneurship and communication focusing on the entrepreneurial venture pitch through the lens of argumentation and persuasion theories. Content analysis was used to examine entrepreneur venture pitches and answers, as well as investor deliberations and answers, from ventures being presented on Entrepreneur Elevator Pitch. The Content Analysis was constructed through a theoretical framework employing Petty & Cacioppo’s (1981) Elaboration Likelihood Model, Toulmin’s (1958) Theory of Argumentation, and Cialdini’s (2007) Issues or Weapons of Influence. Though well-established and utilized theories within the field of communication, Petty & Cacioppo (1981), Toulmin (1958), and Cialdini (2007) have been less prominently and rigorously applied within the field of entrepreneurship, specifically, in regards to entrepreneur venture pitches. Results gained from content analysis determined that two persuasive processes, Argument and Message Quality, result in successfully funded venture pitches. Source Attractiveness and Credibility were also used, but only in mid and low levels by entrepreneurs and investors during successful venture pitches.
dc.format.extent 103 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated.
dc.subject.other Communication
dc.subject.other Entrepreneurship
dc.subject.other Business education
dc.title Entrepreneurship is a pitch: determining successful persuasive processes utilized during entrepreneurial venture pitches
dc.type thesis
dc.type text
etdms.degree.department University of Alabama. College of Communication and Information Sciences
etdms.degree.discipline Communication & Information Sciences
etdms.degree.grantor The University of Alabama
etdms.degree.level doctoral
etdms.degree.name Ph.D.


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