How crowdfunders are influenced by entrepreneurial passion A dual information processing perspective

We incorporate Entrepreneurial Passion into a dual theory of information processing, theorizing that passion can be used as information in analytical thinking, and as an heuristic, in intuitive thinking. We found, in the crowdfunding setting, that passion is less influential if displayed in combination with low preparedness, i.e. in conditions of incoherence/disfluency, and when the judgment is important for the decision maker. This conceptual framework reconciles some of the contradictory findings of prior evidence and improves the predictive power of Entrepreneurial Passion theory, suggesting that affective cues have the power to influence decisions in contexts characterized by large numbers of non-professional investors.