Quotation Acar, Oguz A., Dahl, Darren, Fuchs, Christoph, Schreier, Martin. 2021. When Do Consumers Prefer Crowdfunded Products? Harvard Business Review. May (10)




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.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Harvard Business Review
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, STRAT-C, WH-A
Language English
Title When Do Consumers Prefer Crowdfunded Products?
Volume May
Number 10
Year 2021
URL https://hbr.org/2021/05/when-do-consumers-prefer-crowdfunded-products
DOI n.a.
Open Access N


Schreier, Martin (Details)
Acar, Oguz A. (City University of London, United Kingdom)
Dahl, Darren (University of British Columbia, Canada)
Fuchs, Christoph (TU Munich, Germany)
Institute for Marketing Management IN (Details)
Marketing DP (Details)
Competence Center for Experimental Research WE (Details)
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