Juhi Soni

I am a researcher in entrepreneurship and psychology, focusing on the behavioral foundations of entrepreneurial decision-making.

My work examines how cognitive biases, emotions, and gender dynamics shape entrepreneurs’ confidence, opportunity perception, and persistence. I am particularly interested in how emerging technologies such as AI decision-support tools can help reduce gendered barriers and promote more inclusive entrepreneurial ecosystems.

I recently completed my Bachelor’s degree in Entrepreneurship and Psychology at the University of Illinois Chicago, where I conducted research on fear of failure and gender differences in entrepreneurship using data from the Global Entrepreneurship Monitor (GEM). I continue to collaborate on academic projects while preparing to begin a PhD in Entrepreneurship.

You can learn more about my research interests and current projects in the Research & Projects section and view my full CV here.