Processing preferences and crowdfunding pitch evaluations

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.