Matching Rewards With Backers: the Differential Impact of Rewards Types on Contributions in Crowdfunding

The present research investigates the role of reward type (product related or token of gratitude) on contribution behaviors in crowdfunding. We show that grateful rewards, such as thank-you note, have a positive impact on new or unique backers’ contribution while product-related and tangible rewards have a positive impact on serial backers.



Citation:

Anna Juliette and Rita Coelho do Vale (2020) ,"Matching Rewards With Backers: the Differential Impact of Rewards Types on Contributions in Crowdfunding", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 529-530.

Authors

Anna Juliette, Zoé Bernard, Catolica Lisbon School of Business and Economics
Rita Coelho do Vale, Catolica Lisbon School of Business and Economics



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity

Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan

Read More

Featured

Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction

Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA

Read More

Featured

The Last Hurrah Effect: End-of-Week and End-of-Month Time Periods Increase Financial Risk-Taking

Xinlong Li, University of Toronto, Canada
Avni Shah, University of Toronto, Canada

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.