When Do Consumers Prefer Crowdfunded Products?
- Author(s)
- Oguz A. Acar, D.W. Dahl, Christoph Fuchs, Martin Schreier
- Abstract
Research suggests that companies financed through crowdfunding are often seem by consumers as higher quality and less elitist than products financed through VCs or other more traditional forms of start-up finance. This may explain why Amazon markets a line of Kickstarter financed products. The effect is not universal, however: where safety is an issue, the judgment of ordinary consumers is less valued than the expertise of professional investors.
- Organisation(s)
- External organisation(s)
- University of London, The Royal Society of Arts, University of British Columbia (UBC), Technische Universität München, Wirtschaftsuniversität Wien (WU)
- Journal
- Harvard Business Review
- ISSN
- 0017-8012
- Publication date
- 05-2021
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/when-do-consumers-prefer-crowdfunded-products(6cbe48fa-3094-4f5e-b29f-0a2fe20c50e1).html