Featured Research

from universities, journals, and other organizations

Phrases revealed that pay on Kickstarter

Date:
January 14, 2014
Source:
Georgia Institute of Technology
Summary:
As part of a study of more than 45,000 projects on Kickstarter, Georgia Tech researchers reveal dozens of phrases that pay and a few dozen more that may signal the likely failure of a crowd-sourced effort.

Researchers at Georgia Tech studying the burgeoning phenomenon of crowdfunding have learned that the language used in online fundraising hold surprisingly predictive power about the success of such campaigns.

Related Articles


As part of their study of more than 45,000 projects on Kickstarter, Assistant Professor Eric Gilbert and doctoral candidate Tanushree Mitra reveal dozens of phrases that pay and a few dozen more that may signal the likely failure of a crowd-sourced effort.

"Our research revealed that the phrases used in successful Kickstarter campaigns exhibited general persuasion principles," said Gilbert, who runs the Comp. Social Lab at Georgia Tech. "For example, those campaigns that follow the concept of reciprocity -- that is, offer a gift in return for a pledge -- and the perceptions of social participation and authority, generated the greatest amount of funding."

While offering donors a gift may improve a campaign's success, the study found the language project creators used to express the reward made the difference. For example, the phrases "also receive two," "has pledged" and "project will be" strongly foretell that a project will reach funding status, while phrases such as "dressed up," "not been able" and "trusting" are attached to unfunded projects.

The researchers examined the success of Pebble, which is the most successful Kickstarter campaign to date with more than $10 million in pledges, and compared it to Ninja Baseball, a well-publicized PC game that only earned a third of its $10,000 goal.

"The discrepancy in funding success between projects like Pebble and Ninja Baseball prompted us to consider why some projects meet funding goals and others do not," Mitra said. "We found that the driving factors in crowdfunding ranged from social participation to encouragement to gifts -- all of which are distinguished by the language used in the project description."

For their research, Gilbert and Mitra assembled a list of all Kickstarter projects launched as of June 2, 2012, and had reached their last date of fund collection. Of the more than 45,000 projects, 51.53 percent were successfully funded while 48.47 percent were not.

After controlling for variables such as funding goals, video, social media connections, categories and pledge levels, the researchers focused on more than 20,000 phrases before compiling a dictionary of more than 100 phrases with predictive powers of success or failure.

The research suggested that the language used by creators to pitch their project plays a major role in driving the project's success, accounting for 58.56 percent of the variance around success. The language generally fit into the following categories:

• Reciprocity or the tendency to return a favor after receiving one as evidenced by phrases such as "also receive two," "pledged will" and "good karma and."

• Scarcity or attachment to something rare as shown with "option is" and "given the chance."

• Social Proof, which suggests that people depend on others for social cues on how to act as shown by the phrase "has pledged."

• Social Identity or the feeling of belonging to a specific social group. Phrases such as "to build this" and "accessible to the" fit this category.

• Liking, which reflects the fact that people comply with people or products that appeal to them.

• Authority, where people resort to expert opinions for making efficient and quick decisions as shown by phrases such as "we can afford" and "project will be."


Story Source:

The above story is based on materials provided by Georgia Institute of Technology. Note: Materials may be edited for content and length.


Cite This Page:

Georgia Institute of Technology. "Phrases revealed that pay on Kickstarter." ScienceDaily. ScienceDaily, 14 January 2014. <www.sciencedaily.com/releases/2014/01/140114114141.htm>.
Georgia Institute of Technology. (2014, January 14). Phrases revealed that pay on Kickstarter. ScienceDaily. Retrieved March 3, 2015 from www.sciencedaily.com/releases/2014/01/140114114141.htm
Georgia Institute of Technology. "Phrases revealed that pay on Kickstarter." ScienceDaily. www.sciencedaily.com/releases/2014/01/140114114141.htm (accessed March 3, 2015).

Share This


More From ScienceDaily



More Science & Society News

Tuesday, March 3, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Doctors Often Give In To Vaccine-Wary Parents

Doctors Often Give In To Vaccine-Wary Parents

Newsy (Mar. 2, 2015) A new survey published in the journal Pediatrics found many doctors are giving in to parents&apos; requests to delay vaccinating their children. Video provided by Newsy
Powered by NewsLook.com
Nurse Who Survived Ebola Virus to File Lawsuit

Nurse Who Survived Ebola Virus to File Lawsuit

AP (Mar. 2, 2015) A lawyer for Nina Pham, the 26-year old nurse who survived after contracted the Ebola virus, says the young woman&apos;s &apos;life has changed forever. &apos; Pham is preparing to file a lawsuit against Texas Health Resources for negligence. (March 2) Video provided by AP
Powered by NewsLook.com
Mobile World Looks to 5G

Mobile World Looks to 5G

Reuters - Business Video Online (Mar. 2, 2015) The wireless industry&apos;s annual conference gets underway in Barcelona with 85,000 executives taking part and numerous new smartphones and watches being launched. As Ivor Bennett reports from the show the race for 5G is one of the key themes. Video provided by Reuters
Powered by NewsLook.com
Texas Nurse Suing Hospital Where She Contracted Ebola

Texas Nurse Suing Hospital Where She Contracted Ebola

Newsy (Mar. 1, 2015) In an exclusive interview, The Dallas Morning News reports nurse Nina Pham is now suing Texas Health Presbyterian after contracting Ebola. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins