Abstract
The motivation of an entrepreneur to grow or not to grow his or her enterprise is not entirely a choice based on cognition, it is also affected by the emotional representation of reality. Two of the nlost important factors determining the emotional representation are job interests and values. The aim of this paper is to examine the relationship between growth as a business goal on one hand, and job interests and values on the other hand. The results show that interest and values could discriminate between growth and non growth oriented entrepreneurs. Growth oriented entrepreneurs were more interested in customer relations, they valued benevolence less and universalism more than non growth oriented entrepreneurs. It is concluded that emotions have an impact on the choice of growth as a business goal. Therefore entrepreneurial motivation cannot be seen as purely cognitive process, and emotions must be incorporated in future research on entrepreneurial behavior.