The impact of identity based congruence effects in reward-based crowdfunding

Rose, Stefan; Wentzel, Daniel (2023). The impact of identity based congruence effects in reward-based crowdfunding In: Umashankar, Nita; Lisjak, Monika (eds.) Proceedings of the American Marketing Association (AMA) Winter Academic Conference. Nashville. February 6, Virtual | February 10-12, Nashville.

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Reward-based crowdfunding is a rapidly growing phenomenon wherein entrepreneurial individuals seek funding for the realization of new products by directly addressing the prospective consumers of these very products. In this research, we investigate the influence of campaign founders’ self-portrayal on potential supporters’ willingness to pre-purchase products that are proposed via reward-based crowdfunding. Our experimental approach demonstrates that the conveyed social identity of the entrepreneur may serve as a basis for naïve theories about the prospects that the entrepreneur will actually realize the product as promised. When the conveyed social identity is in congruence with the proposed outcome of a reward-based crowdfunding campaign, potential supporters indicate higher levels of trust and in turn increased willingness to support a reward-based crowdfunding campaign. These findings have implications for researchers and project founders alike.

Item Type:	Conference or Workshop Item (Paper)
Division/Institute:	Business School > Institute for Marketing & Global Management > Marketing Business School
Name:	Rose, Stefan0000-0002-1327-0830; Wentzel, Daniel; Umashankar, Nita and Lisjak, Monika
ISBN:	978-1-7138-7190-3
Series:	AMA Educators Proceedings
Language:	English
Submitter:	Stefan Rose
Date Deposited:	07 Jun 2023 09:16
Last Modified:	07 Jun 2023 09:16
Related URLs:	https://www.proceedings.com/68652.html
ARBOR DOI:	10.24451/arbor.19307
URI:	https://arbor.bfh.ch/id/eprint/19307