Processing preferences and crowdfunding pitch evaluations

We investigate how processing preferences (i.e., individual tendencies for attending to and utilizing different types of information) influence the evaluation of crowdfunding campaigns. We illustrate that a preference for analytical processing may lead to less favorable evaluations, while a preferen...

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Bibliographic Details
Published inJournal of Business Venturing Insights Vol. 20; p. e00410
Main Authors Mahajan, Manoj, Chan, C. S. Richard, Parhankangas, Annaleena
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.11.2023
Subjects
Crowdfunding evaluations
Investment decisions
Processing preferences
Processing preferences
Investment decisions
Crowdfunding evaluations
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Summary:We investigate how processing preferences (i.e., individual tendencies for attending to and utilizing different types of information) influence the evaluation of crowdfunding campaigns. We illustrate that a preference for analytical processing may lead to less favorable evaluations, while a preference for heuristic processing or affective processing may result in more favorable evaluations. A randomized correlational study generally supports these predictions, and also pinpoints areas for future research. •We investigate how processing preferences influence the evaluation of crowdfunding campaigns.•We find that an evaluator with a preference for heuristic processing is likely to evaluate the pitch material favorably.•We also find that an evaluator with a preference for affective processing is likely evaluate the pitch material favorably.
ISSN:2352-6734
2352-6734
DOI:10.1016/j.jbvi.2023.e00410