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When Do Consumers Prefer Crowdfunded Products?

Acar, O. A. ORCID: 0000-0003-1993-0921, Dahl, D. W., Fuchs, C. & Schreier, M. (2021). When Do Consumers Prefer Crowdfunded Products?. Harvard Business Review,


Research suggests that companies financed through crowdfunding are often seem by consumers as higher quality and less elitist than products financed through VCs or other more traditional forms of start-up finance. This may explain why Amazon markets a line of Kickstarter financed products. The effect is not universal, however: where safety is an issue, the judgment of ordinary consumers is less valued than the expertise of professional investors.

Publication Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Departments: Bayes Business School > Management
[img] Text - Published Version
This document is not freely accessible due to copyright restrictions.



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