Equity crowdfunding is a new way for seed stage start-ups to
generate initial capital and, as such, raises questions around the
choices made by investors within this area. Understanding it is
important for investor protection, as investors are generally
unaware of the factors that can influence their decisions. However,
investing in equity crowdfunding places the investor in a unique
decision-making framework, in which resources such as images,
videos and storytelling are all mobilized by entrepreneurs and
platforms as tools of persuasion. This context thus seems to favor
more holistic and emotional decision-making, rather than a process
that is rational and analytical. This first volume centers on the
emotional and axiological determinants of choice. A
transdisciplinary theoretical analysis is carried out, combining
different fields within the social sciences, primarily finance,
marketing and psychology. This state of the art leads to the
emergence of an original theoretical framework for understanding
investment choices in equity crowdfunding.
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