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逻辑(有点)被高估了:众筹叙事中基于图像和基于概念的言论

Andrew S. Manikas博士 帕特尔(Patel) 蒙大拿州沃尔夫
企业家理论与实践。 十二月10,2020

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借助基于图像的修辞研究和基于概念的修辞研究,我们测试了基于概念的修辞(唤起理性,逻辑和具体思维)是否比基于图像的修辞(唤起更多原始,想象和非理性的意象)有用。推动众筹表现。 我们将进一步研究这些形式的叙事修辞可能如何缓解自恋修辞和众筹表现之间的关系。 基于75,636个Kickstarter项目的样本,基于图像的修辞与众筹绩效呈正相关,基于概念的语言抑制了自恋修辞与众筹绩效之间的关系。 我们的发现对理解叙事元素如何相互作用以影响众筹结果具有重要意义。

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