What Are the Key Drivers of Consumer Preference For Crowdfunded Products?
Crowdfunding has emerged as an alternative means of financing new ventures. In this research, we ask whether and why having been crowdfunded carries any signal value for the broader market of observing consumers. Eight studies reveal that consumers demonstrate a preference for crowdfunded products over differently funded ones.
Oguz A. Acar, Darren Dahl, Christoph Fuchs, and Martin Schreier (2020) ,"What Are the Key Drivers of Consumer Preference For Crowdfunded Products?", 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: 183-185.
Oguz A. Acar, City University of London, UK
Darren Dahl, University of British Columbia, Canada
Christoph Fuchs, TU Munich, Germany
Martin Schreier, WU Vienna, Austria
NA - Advances in Consumer Research Volume 48 | 2020
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