Smiles, Babies, and Status Symbols: The Persuasive Effects of Image Choices in Small-Entrepreneur Crowdfunding Requests

被引：0

作者：

Anderson, Kenton Bruce ^{[1
]}

Saxton, Gregory D. ^{[1
]}

机构：

[1] SUNY Buffalo, Buffalo, NY 14228 USA

来源：

INTERNATIONAL JOURNAL OF COMMUNICATION | 2016年 / 10卷

关键词：

crowdfunding; computer-mediated communication; Duchenne smile; impression management; microfinance; new media; nonprofit organizations; peer-to-peer lending; prosocial behavior; self-presentation; social lending; visual communication; DECISION-MAKING; TRUST; COMMUNICATION; DETERMINANTS; MICROFINANCE; EXPRESSION; EMOTION; PEER;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

This article examines the persuasive effects of images in the context of online peer-to-peer microfinance. The theoretical framework-based in self-presentation and impression management-relates micro-entrepreneurs' loan-request image choices to lending decisions and lenders' perceptions of the borrower's trustworthiness and need. We explore effects of three specific visuals: (1) genuine enjoyment (Duchenne) smiles; (2) material status symbols; and (3) babies, children, and husbands. Using loan-request image data from 323 women micro-entrepreneurs on the Kiva.org website, results suggest smiling behavior is not associated with funding speed. However, loan-request images that include a baby are associated with significantly quicker funding, and those that include a man or an indication of relative material well-being are associated with delays in the average funding speed.

引用

页码：1764 / 1785

页数：22