Missing the Opportunity of Your Lifetime? Entrepreneurial Judgments in Repugnant Markets

Societies tend to restrain or prohibit transactions that are considered morally repugnant, even supposing their potential efficiency enhancement. Howbeit, why do some actors still engage in economic activities that others seek to ban, and what are the psychological and economic aspects of these involvements? In this article, we address this imbalance by taking a behavioral perspective on repugnance through integrating the entrepreneurial judgment-based view with micro-foundations of psycho-emotional theories to investigate how these might potentially affect entrepreneurial and managerial decision-making processes of engagement in such transactions. We propose that there is a need for a further, more nuanced understanding of the organizational strategic decision-making processes in unconventional markets.