Academy of Management Annual Meeting Proceedings includes abstracts of all papers and symposia presented at the annual conference, plus 6-page abridged versions of the “Best Papers” accepted for inclusion in the program (approximately 10%). Papers published in the Proceedings are abridged because presenting papers at their full length could preclude subsequent journal publication. Please contact the author(s) directly for the full papers.

Investigating Crowdfunding Success as a Signal for Enhancing Trust in Sustainable Product Features

    Crowdfunding has been discussed as a tool to acquire resources, a way to communicate information to potential investors, and to test the market potential of entrepreneurial projects. Yet, little is known how successful crowdfunding influences consumers’ perceptions about a product or its features. We assume that mentioning a successful crowdfunding campaign in a product advertisement can provide valuable quality signals. Such signals are particularly relevant for sustainability-oriented products because sustainability attributes are often not directly accessible to potential consumers. Based on a 2 (crowdfunding: yes vs. no) × 3 (product category: low complexity vs. medium complexity vs. high complexity) experimental study (n=530), we find that signaling crowdfunding success has a significant influence on product perceptions and on the credibility of sustainability attributes. Furthermore, we show that the effects of this signal depend on different levels of product complexity.

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