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
Share Proceeding
Featured papers
See MoreFeatured
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
Featured
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA
Featured
Better Marketing for a Better World
Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA