In this article, we develop three ideal types of cultural expectations informed by a qualitative critical event analysis of Danish entrepreneurs’ expectations of emotional support, informing a broader conceptual framework and future research agenda of cultural expectation alignment of support behaviour. We suggest that family relations associate with altruism and a family logic, friends with mutualism and a community logic and businesspersons with egoism and a market logic. These cultural expectations shape how entrepreneurs emotionally react to received support, or lack thereof, from these role-relations, and consequently outcomes of the support. Thus, effects of social support are about ‘what you get’ relative to ‘what you expect’.
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