Fast or slow? The impact of pace on the effectiveness of crowdfunding video

Abstract

The effectiveness of videos in boosting crowdfunding campaign performance is highly touted in prior research. Using the theory of limited cognitive capacity, this research investigates how the pace of crowdfunding campaign videos influence campaign outcomes. We further examine the moderating effects of humour and background music on video effectiveness. Our findings suggest an inverted U shape relationship between video pace and campaign outcome, such that increased pace initially has a positive effect on campaign outcome, but this effect rapidly decreases as the backer experiences cognitive overload. In addition, humor strengthens the above relationship through its attention-grabbing ability.