Designing Digital Choice Sets: How Does the Presentation of Options Influence Users' Decision Making?
Project Description
Reward-based crowdfunding initiatives offer backers non-financial rewards in return for their pledges, typically the chance to pre-purchase products or any other product-related incentives. Better rewards cost more, so the more backers choose high-priced rewards, the easier it gets for the project initiators to reach their intended funding targets. The PhD dissertation is intended to explain how backers' decisions can be influenced applying behavioral change interventions by conducting online experiments to test the possibility of selected interventions in reward-based crowdfunding. Against this background, a webpage based on Kickstarter.com will be designed and used for research issues. If successful, this study will have important practical and theoretical implications for the design of crowdfunding systems from a behavioral science perspective.
