Visual totality of rewards-based crowdfunding pitch videos: disentangling the impact of peak negative affective visual expression on funding outcomes

• Main Authors: Huang, Yi, Uy, Marilyn A., Liu, Chang, Foo, Maw-Der, Li, Angelina Zhuyi
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2023
• Subjects: Business::General; Visual Totality; Machine Learning
• Online Access: https://hdl.handle.net/10356/168946
• Institution: Nanyang Technological University

In this study, we introduce visual totality of a crowdfunding pitch video which considers not only visual segments with human faces but also segments without human faces. Drawing from Emotions as Social Information (EASI) theory and expression theory, we analyze more than 4 million frames in 3184 In...