Designing persuasive crowdfunding videos

• Main Authors: CHANG, Hannah H., MUKHERJEE, Anirban, CHATTOPADHYAY, Amitava
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Crowdfunding; Video; Persuasion; Marketing; Organizational Behavior and Theory
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7133; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8132/viewcontent/Designing_persuasive_crowdfunding_videos.pdf
• Institution: Singapore Management University

Voiceover narration is a production technique commonly used in reward-based crowdfunding videos. We posit that in these videos, hearing more narrator voices describing the crowdfunding product can systematically influence consumers’ attention and processing of the message, thereby facilitating persu...