“…According to self-verification theory, individuals are motivated to formulate plans and engage in activities that support, reinforce, and confirm their identity aspirations (Burke & Reitzes, 1981). For example, individuals who strongly aspire to see themselves as an entrepreneur will be motivated to search for a new business idea since being an innovator and having creative new business ideas is a core aspect of the entrepreneurial identity (Baron, 1999;Cardon et al, 2009;Yao, Farmer, & Kung-McIntyre, 2016). These individuals are likely to engage in discovery-oriented behaviors such as discussing potential new business ideas with friends, family, and potential business partners both because this is the first logical step toward becoming an entrepreneur and because it is relatively easy to do, requiring no financial or contractual commitments.…”