The research was developed on the framework of cognitive theory leveraging on the concept of entrepreneurial passion and Role investment theory. Chen et al (2009:201) defines “entrepreneurial passion as an entrepreneur’s intense affective state accompanied by cognitive and behavioural manifestations of high value”. Chances are an activity that is important to an individual or group would yield better result simply because it’s expected that the individual will put in extra effort.
Vallerand et al (2003:756) classified passion to be of two types i.e. “harmonious passion which is associated with voluntary internalization of the job and obsessive passion which deals with a pressured internalization of the job”. Forest et al (2011:28) however believes that “Harmonious passion is linked to positive consequences while Obsessive passion is related to less positive or negative consequences”. Furthermore, Ho et al (2011) viewed job passion as simultaneously encompassing both affective and cognitive features. The affective nature represents a fondness for the work while the cognitive nature places the job as important to the individual (Cardon et al, 2003:515). The research differentiated job passion from other attitudes such as extrinsic and intrinsic motivation, flow, job satisfaction etc that can be confused for work passion.
Ho et al (2011) believes that whatever outcome that can be
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