Say it like you mean it: The effect of cross-channel affective consistency on perceived preparedness and authenticity in funding pitches

Entrepreneurs' funding pitches are inherently multimodal, conveying affective content through both verbal (words) and vocal (prosodic intonation) channels. Integrating theory of cross-channel consistency with the two-dimensional model of affect, we theorize that funding performance improves when entrepreneurs' verbal and vocal expressions are affectively consistent in terms of valence and arousal, as such consistency enhances perceptions of their preparedness and authenticity. Using a mixed-methods design, we first analyze over 500 crowdfunding pitch videos with computer-aided text and audio analysis to quantify cross-channel affective consistency (CCAC) and assess its impact on funding performance via perceived preparedness and authenticity. Results show that CCAC—particularly in arousal and the joint alignment of valence and arousal—predicts funding performance. While CCAC increased both perceived preparedness and authenticity, only preparedness further predicted funding performance. A complementary inductive study further revealed distinct manifestations of CCAC (i.e., warmth, enthusiasm, seriousness, and sadness) and inconsistency (i.e., monotone, low-arousal delivery, high-arousal delivery, and humor/dramatization). Notably, consistent sadness decreased funding performance, and one form of inconsistency—high-arousal vocal delivery paired with relatively ordinary, low-arousal language—increased funding performance. Overall, this work advances research on entrepreneurial rhetoric by providing a generalizable framework for multimodal affective expression, highlighting the persuasive value of CCAC, and illuminating the mechanisms through which CCAC shapes funding performance.