E13. Rooting For Rocky Or Apollo? Underdog Narratives and Crowdfunding Success

This research investigates how underdog narratives in crowdfunding pitches influence crowdfunding success. Results show that backers are more willing to pledge when reading underdog (vs. top dog and neutral) narratives, because they are more narratively transported and activate a higher level of empathy and altruism.



Citation:

Hua (Meg) Meng, César Zamudio, and Yiru Wang (2018) ,"E13. Rooting For Rocky Or Apollo? Underdog Narratives and Crowdfunding Success", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 920-920.

Authors

Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More

Featured

I4. Pink Tax: Are Some Marketing Practices Discriminatory?

Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.