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
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