Search results

Confidence gives entrepreneurs the belief that they can exercise control and that they have the ability to ensure the success of a focal entrepreneurial endeavor. However, failure can rattle an entrepreneur's confidence causing them to question their belief and ability. This study investigates the link between confidence and entrepreneurial plan upon reentry after crowdfunding failure. Particularly, it examines whether more confident entrepreneurs who failed in their original crowdfunding endeavor persist or change their plan in terms of the positioning of the crowdfunding endeavor and the funding goal in the subsequent attempt.

Using a sample of 2179 serial crowdfunding entrepreneurs who initially experienced failure before launching a subsequent crowdfunding endeavor, this study explores and tests four hypotheses on the relationship between confidence and the change implemented by entrepreneurs in their subsequent crowdfunding endeavors after failure.

The results suggest that more confident entrepreneurs who experienced failure in their initial crowdfunding endeavor persist in their positioning when they attempt a subsequent endeavor. However, no strong relationship was observed between entrepreneurial confidence and persistence with the funding goal of the initial crowdfunding plan in the subsequent crowdfunding endeavor. The study also finds suggestive but inconclusive evidence that the level of negative performance in the failed crowdfunding endeavor moderates the relationship between the entrepreneur's confidence and change in crowdfunding positioning.

This study provides new insights into the effect of entrepreneurial confidence on crowdfunding endeavors after an initial failure. Prior research has focused on its effect in driving the performance of crowdfunding endeavors rather than on how it may affect the plan in terms of the positioning and funding goal enacted by the entrepreneur after experiencing failure.

This study aims to investigate coolness – a hedonic attribute – in online consumer reviews (OCRs) by exploring the relationship between OCR framing, presence of pictorial images and OCR-perceived coolness. It also demonstrates how reviewers and brands can create or identify cool OCRs.

Two studies – one experimental and the other using archival data from an OCR platform – were used to test three hypotheses on the effect of OCR framing and pictorial images on perceived OCR coolness.

The results reveal that OCRs framed with negative words but reflecting positive views about products are perceived as cooler than OCRs framed with positive words and reflecting positive views. OCRs with pictorial images are perceived to be cooler than those without pictorial images.

Studies on coolness have focused on people and products but not message content. This research links a message’s framing and pictorial images to its perceived coolness in the OCR context. It provides practical suggestions to marketers, coolhunters and individuals interested in creating cool message content.