When considering potential new opportunities, entrepreneurs typically contemplate the possible financial and non-financial benefits that may be generated and the probability of successfully starting the business. Unsurprisingly, if the new opportunity is perceived to be able to generate a lot of benefits, the entrepreneur will be more likely to pursue the opportunity. Similarly, the higher the perceived probability of success, the greater the motivation to start the business. Entrepreneurship research has shown that these two factors also have a multiplicative effect on motivation in that the attractiveness of the opportunity increases even more dramatically when both value and probability are high. ; https://digitalcommons.usu.edu/huntsman_news/1280/thumbnail.jpg