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

dc.contributorGaines, Robert
dc.contributorBragg, Dianne
dc.contributorDrnevich, Paul
dc.contributorArmstrong, Craig
dc.contributor.advisorGower, Karla
dc.contributor.authorBurks, Josie Alexandra
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2021-05-12T16:28:29Z
dc.date.available2021-05-12T16:28:29Z
dc.date.issued2020-07
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractEntrepreneurial 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.en_US
dc.format.extent103 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0003737
dc.identifier.otherBurks_alatus_0004D_14301
dc.identifier.urihttp://ir.ua.edu/handle/123456789/7680
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectCommunication
dc.subjectEntrepreneurship
dc.subjectBusiness education
dc.titleEntrepreneurship is a pitch: determining successful persuasive processes utilized during entrepreneurial venture pitchesen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. College of Communication and Information Sciences
etdms.degree.disciplineCommunication & Information Sciences
etdms.degree.grantorThe University of Alabama
etdms.degree.leveldoctoral
etdms.degree.namePh.D.
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