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
Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume
Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand
C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss
Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada
Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff