Paper Type
Short
Paper Number
PACIS2026-1882
Description
This study examines how cognitive and affective linguistic cues in crowdfunding communication shape collective backing behavior on Kickstarter. Drawing on Signaling Theory, Dual-System Theory, and the Goldilocks effect, we conceptualize backer comments as dual-channel signals that influence crowdfunding performance through analytical (System 2) and affective (System 1) processing. We further distinguish between ordinary Backers and highly experienced Superbackers to investigate how source heterogeneity alters the persuasive impact of linguistic cues. The study proposes that both cognitive and affective expressions exert inverted U-shaped effects on the number of project backers, while creators’ cognitive and affective replies nonlinearly moderate these relationships. Using a large-scale dataset of approximately 3,000 Kickstarter projects and 600,000 comments collected from Technology and Games campaigns, we apply LIWC-based linguistic analysis and supplementary BERT validation to operationalize psychological cues. The study contributes a dynamic and interaction-oriented perspective on crowdfunding communication and digital social influence.
Recommended Citation
Hoang, Thi-Hang; Fu, JenRuei Fred; Hsu, Chiung-Wen; and Hsieh, Pei-Shan, "Who Shapes the Crowd? The Non-Linear Impact of Cognitive and Affective Cues in Crowdfunding" (2026). PACIS 2026 Proceedings. 13.
https://aisel.aisnet.org/pacis2026/sharing/sharing/13
Who Shapes the Crowd? The Non-Linear Impact of Cognitive and Affective Cues in Crowdfunding
This study examines how cognitive and affective linguistic cues in crowdfunding communication shape collective backing behavior on Kickstarter. Drawing on Signaling Theory, Dual-System Theory, and the Goldilocks effect, we conceptualize backer comments as dual-channel signals that influence crowdfunding performance through analytical (System 2) and affective (System 1) processing. We further distinguish between ordinary Backers and highly experienced Superbackers to investigate how source heterogeneity alters the persuasive impact of linguistic cues. The study proposes that both cognitive and affective expressions exert inverted U-shaped effects on the number of project backers, while creators’ cognitive and affective replies nonlinearly moderate these relationships. Using a large-scale dataset of approximately 3,000 Kickstarter projects and 600,000 comments collected from Technology and Games campaigns, we apply LIWC-based linguistic analysis and supplementary BERT validation to operationalize psychological cues. The study contributes a dynamic and interaction-oriented perspective on crowdfunding communication and digital social influence.
Comments
07-Platform