Logic is (Somewhat) Overrated: Image-Based Versus Concept-Based Rhetoric in Crowdfunding Narratives
研究了75,636个Kickstarter项目，发现基于图像的修辞比基于概念的逻辑修辞更能提升众筹绩效，且概念语言会抑制自恋修辞与绩效的正向关系。
Drawing on image-based versus concept-based rhetoric research, we test whether concept-based rhetoric—evoking rational, logical, and concrete thinking—could be less useful than image-based rhetoric—evoking more primal, imaginative, and irrational imagery—in driving crowdfunding performance. We further examine how these forms of narrative rhetoric might serve to moderate the relationship between narcissistic rhetoric and crowdfunding performance. Based on a sample of 75,636 Kickstarter projects, image-based rhetoric is positively related to crowdfunding performance, and concept-based language suppressed the relationship between narcissistic rhetoric and crowdfunding performance. Our findings have implications for understanding how narrative elements interact to influence crowdfunding outcomes.