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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.