Go Pro Bono: Prosocial Language as a Success Factor in Crowdfunding

Pietraszkiewicz, Agnieszka; Soppe, Birthe; Formanowicz, Magdalena Maria (2017). Go Pro Bono: Prosocial Language as a Success Factor in Crowdfunding. Social Psychology, 48(5), pp. 265-278. Hogrefe & Huber 10.1027/1864-9335/a000319

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Crowdfunding enables fundraising of various ventures by collecting money from several donors. We argue that the inclusion of prosocial language contributes to success in this new domain of resource acquisition. In Study 1, we analyzed 164,056 projects from the online crowdfunding platform Kickstarter and found that the higher the percentage of prosocial words employed in a project’s description, the larger the number of investors and the greater the chances of reaching a funding goal. In Study 2 (N = 234), an experimental study, we documented that the use of prosocial words increases the support people thought they would give to a project. Our results indicate that people want to invest their financial resources in ventures that contribute to prosocial goals.

Item Type:

Journal Article (Original Article)

Division/Institute:

07 Faculty of Human Sciences > Institute of Psychology > Social Psychology and Social Neuroscience

UniBE Contributor:

Pietraszkiewicz, Agnieszka and Formanowicz, Magdalena Maria

Subjects:

300 Social sciences, sociology & anthropology
300 Social sciences, sociology & anthropology > 360 Social problems & social services
400 Language

ISSN:

1864-9335

Publisher:

Hogrefe & Huber

Funders:

[4] Swiss National Science Foundation

Language:

English

Submitter:

Magdalena Maria Formanowicz

Date Deposited:

16 Oct 2017 17:44

Last Modified:

30 Oct 2017 11:26

Publisher DOI:

10.1027/1864-9335/a000319

Uncontrolled Keywords:

prosocial behavior, giving, crowdfunding, entrepreneurship, language

BORIS DOI:

10.7892/boris.105304

URI:

https://boris.unibe.ch/id/eprint/105304

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