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

Share Proceeding

Featured papers

See More


A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

Read More


R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth

Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA

Read More


Willingness to Pay: A Contextualized Method of Valuation

Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern 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.