Empowered: The Psychological Effect of Empowerment Messages on Consumers Behavioral Intentions in Crowdfunding

Carina Thürridl, Bernadette Kamleitner

Publication: Contribution to conferenceConference poster


We explore how project initiators in crowdfunding may use empowerment messages to turn consumers into investors. A 2x5 mixed factorial experiment reveals that empowerment increases psychological ownership, which in turn positively impacts consumers willingness to fund. Our findings are equally important for theory and practice and may inspire further research.
Original languageEnglish
Publication statusPublished - 2015

Cite this