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

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