Original paper
What's in a logo? The impact of complex visual cues in equity crowdfunding
Abstract
Visual cues are pervasive on crowdfunding platforms. However, whether and how low validity visual cues can impact the behavior of backers remains largely unknown. In this article, we propose a disfluency-based heuristic framework for understanding the influence of low validity visual cues on equity crowdfunding platforms. Drawing on processing fluency theory and visual heuristics, we propose that backers often automatically process visual cues,...
Paper Details
Title
What's in a logo? The impact of complex visual cues in equity crowdfunding
Published Date
Jan 1, 2019
Volume
34
Issue
1
Pages
41 - 62
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Notes
History