Using elaboration of likelihood model, this study examines how syntactic structure (structural and lexical simplicity) and nonverbal cues (smiling and professional attire) interact to influence crowdfunding performance. By studying 209 crowdfunding projects, we show that both structural simplicity and lexical simplicity are positively related to crowdfunding performance. Further, professional attire strengthens the simplicity and performance relationship. However, smiling shows mixed effects.
Yuanqing Li, Sibin Wu & Wencang Zhou (2023) The effect of syntax simplicity on crowdfunding performance, Venture Capital, DOI: 10.1080/13691066.2023.2196032
Available for download on Saturday, October 05, 2024