IISM Events

 

Colloquium Information Systems and Marketing The Attraction Effect in Reward-Based Crowdfunding

Thursday, 22 November 2018, 11:00-12:00
Fritz-Erler-Str. 23, Room 281

Researchers have identified various factors that influence crowdfunding success but have not studied the design of rewards in sufficient depth. This paper presents the results of a series of experiments that tests the attraction effect in reward-based crowdfunding. We find that even small changes to reward menus—by manipulating the choice set—can significantly influence backers’ decisions by directing them to more attractive rewards. The design of crowdfunding platforms, therefore, makes it possible to increase the success probability of crowdfunding projects. The results have implications for the design of crowdfunding platforms.

Speaker
Dr. Markus Weinmann

Institute of Information Systems and Marketing (IISM)
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