When Small Predicts Large: the Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Large contributions are considered to be vital for crowdfunding success. Herein, large-scale field data and lab experiments show that, counterintuitively, small (rather than large) initial contributions increase subsequent contributions. This effect is mediated by the lay belief that small (vs. large) contributions are likely to be from strangers (vs. friends).



Citation:

Tingting Fan, Leilei Gao, and Yael Steinhart (2018) ,"When Small Predicts Large: the Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 539-540.

Authors

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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