Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

You Better Believe it: The Impact of Social Identity Based Naïve Theories in Reward Based Crowdfunding

Published: May 24, 2022


Stefan Rose, Bern Univeristy of Applied Sciences; Daniel Wentzel, Chair of Marketing, RWTH Aachen University


Reward-based crowdfunding is a rapidly growing phenomenon wherein entrepreneurial individuals seek funding for the realization of new products by directly addressing the prospective consumers of these very products. In this research, we investigate the influence of naïve theories about the entrepreneur on potential supporters’ trust to receive a proposed product as it has been announced in a certain campaign. Our experimental approach demonstrates that the conveyed social identity of the entrepreneur behind a reward-based campaign may serve as a basis for naïve theories about the prospects that the entrepreneur will actually realize the product as promised. When the conveyed social identity is in congruence with the proposed outcome of a reward-based crowdfunding campaign, potential supporters indicate higher levels of trust and in turn increased willingness to support a reward-based crowdfunding campaign. These findings have implications for researchers and project founders alike.