More Than Just the Money: Psychological and Behavioral Consequences of Participating in Crowdfunding

The novel findings from a longitudinal experimental study indicate that participating in crowdfunding increases the extent to which customers identify with the underlying venture, which is further demonstrated to trigger more pronounced engagement activities such as increased subsequent consumption of the venture’s products and more positive word-of-mouth behavior.



Citation:

Sally Bitterl and Martin Schreier (2016) ,"More Than Just the Money: Psychological and Behavioral Consequences of Participating in Crowdfunding", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 394-395.

Authors

Sally Bitterl, WU Vienna, Austria
Martin Schreier, WU Vienna, Austria



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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