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.
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.
Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Secret Consumption in Close Relationships
Kelley Gullo, Duke University, USA
Danielle J Brick, University of New Hampshire
Gavan Fitzsimons, Duke University, USA
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France