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Processing preferences and crowdfunding pitch evaluations

Author

Listed:
  • Mahajan, Manoj
  • Chan, C. S. Richard
  • Parhankangas, Annaleena

Abstract

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.

Suggested Citation

  • Mahajan, Manoj & Chan, C. S. Richard & Parhankangas, Annaleena, 2023. "Processing preferences and crowdfunding pitch evaluations," Journal of Business Venturing Insights, Elsevier, vol. 20(C).
    • Handle: RePEc:eee:jobuve:v:20:y:2023:i:c:s2352673423000392
    DOI: 10.1016/j.jbvi.2023.e00410
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