This exploratory study focuses on an important self-regulatory factor known as regulatory pride which is a potential determinant of entrepreneurial goal-setting and career choice. I report a mixed methods study of these phenomena using a sample of 30 founder-managers. The study integrates measures of regulatory pride derived from a survey questionnaire with qualitative data about entrepreneurial career choice derived from semi-structured interviews. The results suggest that the aspect of regulatory pride known as promotion pride is positively related to most reasons for entrepreneurial career choice. The implications for future research and practice are discussed.