Visual Ambiguity in Product Design Predicts Crowdfunding Success

We explore visual ambiguity across two datasets (50,000+) of technology projects and find that new ventures which exploit both category ambiguity (i.e., have features that span multiple categories) and prototype ambiguity (i.e., cannot be classified with confidence into any one specific category) are associated with greater odds of funding success.


Ethan Pancer, Theodore J. Noseworthy, Simon Blanchard, and Maxwell Poole (2019) ,"Visual Ambiguity in Product Design Predicts Crowdfunding Success", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 799-801.


Ethan Pancer, Saint Mary's University, Canada
Theodore J. Noseworthy, York University, Canada
Simon Blanchard, Georgetown University, USA
Maxwell Poole, Saint Mary's University, Canada


NA - Advances in Consumer Research Volume 47 | 2019

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