Regulatory Focus and Information Cues in a Crowdfunding Context

Abstract

It is well understood that information cues associated with an investment opportunity generally impact one's willingness to participate in that opportunity. What is less well understood, however, is how different types of information cues affect individuals differently, and whether this effect is contingent on the decision maker's individual attributes. Through a three‐study experimental design involving a simulated crowdfunding portal, this research examined the effects of venture quality information and social information on participants’ willingness to invest in a new venture. We hypothesised that participants’ responsiveness to these information cues was contingent on their regulatory focus. Our results were generally supported, although some counterintuitive findings emerged regarding prevention‐focused individuals. From a practical standpoint, our results suggest potential concerns regarding the general enthusiasm for crowdfunding, as well as some mitigating factors.

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