Workshop’s Topic: Crowdfunding has emerged as an alternative means of financing new ventures wherein a large number of individuals collectively back a project. This research specifically focuses on reward-based crowdfunding, where those who take part in the crowdfunding process receive a new product for their financial support. Through seven experiments (including online and field experiments), we found that compared with the zoom-out effect, the zoom-in effect can increase funders’ intention to crowdfund the project, which is driven by the funder’s self-immersion. In addition, this effect is mitigated when the project video buffers or the project’s progress is succeeded.

Time and Location: 15:30 PM (GMT+8), Room A523 (School of Management)

Language: Bilingual (Chinese and English)