Processing preferences and crowdfunding pitch evaluations

Manoj Mahajan, C. S. Richard Chan and Annaleena Parhankangas

Journal of Business Venturing Insights, 2023, vol. 20, issue C

Abstract: We investigate how processing preferences (i.e., individual tendencies for attending to and utilizing different types of information) influence the evaluation of crowdfunding campaigns. We illustrate that a preference for analytical processing may lead to less favorable evaluations, while a preference for heuristic processing or affective processing may result in more favorable evaluations. A randomized correlational study generally supports these predictions, and also pinpoints areas for future research.

Keywords: Processing preferences; Crowdfunding evaluations; Investment decisions (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jobuve:v:20:y:2023:i:c:s2352673423000392

DOI: 10.1016/j.jbvi.2023.e00410

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