The A.C.E. Theory of persuasion in entrepreneurship: a study of Indian higher education

This study examines the serial mediation and moderation effects of perceived appropriateness (PA) and perceived effectiveness (PE) on entrepreneurial intention (EI) among students of Indian higher education institutions (HEIs). Grounded in the A.C.E. (Affect, Cognition, and Evaluation) Theory of Persuasion, this study investigates how persuasion mechanisms influence entrepreneurial mindsets and intentions. A quantitative, cross-sectional research design was adopted, using data collected through a structured questionnaire administered to students enrolled in entrepreneurship courses at higher education institutions in Karnataka, India. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicated that PE, PA, and perceived consistency (PC) sequentially mediated the relationship leading to entrepreneurial intention (EI). Furthermore, entrepreneurship training (ET) moderated the relationships between perceived appropriateness, perceived effectiveness, perceived consistency, and entrepreneurial intention. These findings underscore the importance of entrepreneurship training for developing students’ entrepreneurial mindsets and skills. They provide valuable insights for policymakers and higher education institutions to refine entrepreneurship curricula and training programmes. This study contributes to the existing body of knowledge by applying the A.C.E. theory of persuasion to an emerging economic context, deepening the understanding of how cultural and educational factors shape entrepreneurial intention and contribute to economic development through structured entrepreneurship education.