ABSTRACT This study examines the moderation role of product types (i.e. hedonic vs. utilitarian products) in the effect of emotional vs. informational appeals on decisions to support crowdfunding campaigns. Using an online survey of 1,892 participants who crowdsourced the evaluation of 249 Kickstarter crowdfunding messages, the study revealed messages perceived as more informational (vs. emotional) led to a more positive attitude toward a crowdfunding product, greater intentions to share a crowdfunding campaign with others, and greater funding intentions. Moreover, when a product was perceived as containing higher (vs. lower) utilitarian values, messages perceived to be more informational (vs. emotional) predicted more positive campaign outcomes.