This research was designed to extend the scope and conversation of conservation of resource theory (COR) to contexts of uncertainty, including entrepreneurship. In doing so, the resource–induced coping heuristic (RICH) construct is introduced, developed, and validated. Results from two investigations, involving three samples and a total of 813 participants, indicated strong reliability, and internal validity for the theoretically justified, three–factor measure. Also, results of validity tests show the RICH as a robust predictor of factors pertaining to entrepreneurial success, including financial performance and perceived entrepreneurial success. Practical and academic implications, strengths and limitations, and directions for future research are discussed.
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