How Semantic Framing Influences Consumers’ Responses to Crowdfunding Campaign
This research examines whether using “want” vs. “need” in crowdfunding request can affect funders’ compliance with an appeal for contributions. For reward-based appeals, a “want” (vs. “need”) appeal should be more effective; for donation-based appeals, a “need” (vs. “want”) appeal should be more effective in eliciting contributions.
Citation:
Lei Su and Jaideep Sengupta (2019) ,"How Semantic Framing Influences Consumers’ Responses to Crowdfunding Campaign", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 862-862.
Authors
Lei Su, Hong Kong Baptist University, China
Jaideep Sengupta, Hong Kong University of Science and Technology, China
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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