‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding

This paper contributes to the research on hybrid economy as we study how tensions, resulting from co-existence of commercial and social systems of exchange and blurred boundaries between actors, are formulated and reinforced. Study illustrates how actors are trying to make sense of the hybrid context by splitting into subgroups.



Citation:

Natalia Drozdova (2018) ,"‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 391-392.

Authors

Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Featured

Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More

Featured

J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App

Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.