Empowered: the Psychological Effect of Empowerment Messages on Consumers’ Behavioral Intentions in Crowdfunding

Carina Thürridl, Wirtschafts University, Austria
Bernadette Kamleitner, Wirtschafts University, Austria
We explore how project initiators in crowdfunding may use empowerment messages to turn consumers into investors. A 2x5 mixed factorial experiment reveals that empowerment increases psychological ownership, which in turn positively impacts consumers’ willingness to fund. Our findings are equally important for theory and practice and may inspire further research.
[ to cite ]:
Carina Thürridl and Bernadette Kamleitner (2015) ,"Empowered: the Psychological Effect of Empowerment Messages on Consumers’ Behavioral Intentions in Crowdfunding", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 810-810.