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Cover -- Half-Title Page -- Title Page -- Copyright Page -- Contents -- Introduction -- 1 Modeling: The Explanatory Model and the Individual Predictive Model -- 1.1. Preliminary assumptions -- 1.1.1. Nature of uncertainty -- 1.1.2. Consequentialism -- 1.1.3. Rationality of the equity crowdfunding investor: a triptych of rationality -- 1.2. Explanatory model -- 1.2.1. Choice of model variables by the combined hypothetico deductive and inductive/abductive approach -- 1.2.2. Confirmatory study of the variables of the model on qualitative material

1.2.3. Operationalization: development of the measurement model, choice, adaptation of scales and return to data -- 1.2.4. Other hypotheses of the model -- 1.2.5. Reading grids for the explanatory model -- 1.2.6. Conclusion -- 1.3. Individual predictive model -- 1.3.1. Presentation -- 1.3.2. Affective matching theory -- 1.3.3. Theoretical foundations -- 1.3.4. Definitions and operationalization -- 1.3.5. Concluding remarks -- 1.4. Conclusion -- 2 Experimentation -- 2.1. Experimental protocol -- 2.1.1. Rationale and objectives -- 2.1.2. Constitution, sample size and recruitment procedure

2.1.3. Experimental protocol -- 2.1.4. Experimental design -- 2.1.5. Conclusion -- 2.2. Carrying out the experimental procedure -- 2.2.1. Conducting the experimental procedure -- 2.2.2. Conclusion -- 2.3. Validity and handling of biases -- 2.3.1. Validity -- 2.3.2. Handling biases -- 2.3.3. Concluding remarks -- 2.4. Conclusion -- 3 Hypotheses Testing, Results and Discussion -- 3.1. Data prerequisites and the PLS approach -- 3.1.1. Statistical data of the sample -- 3.1.2. PLS-SEM -- 3.1.3. Corrective reprocessing, transformation and adding control variables to the data file -- 3.1.4. Sample size

3.1.5. Data review: completeness and data quality -- 3.1.6. Indicator measurement scales: symmetry and equidistance -- 3.2. Preliminary validity of the measurement model -- 3.2.1. Review of the measurement model -- 3.2.2. Single-indicator variables -- 3.2.3. Reflective variables -- 3.2.4. Formative variables -- 3.2.5. Conclusion -- 3.3. Estimation of the explanatory model by structural equations -- 3.3.1. PLS-SEM approach -- 3.3.2. Revision of the structural model -- 3.3.3. Structural model -- 3.3.4. Mediators -- 3.3.5. Invariance and moderators -- 3.3.6. Control variables -- 3.3.7. Conclusion

3.4. Experimental design -- 3.4.1. Impact of the Quality of the Business Plan on the Perceived Signal Quality -- 3.4.2. Effect of the business plan on the parameters estimated by multigroup analysis -- 3.4.3. Conclusion -- 3.5. Results of the individual predictive model -- 3.5.1. Reminder of the model -- 3.5.2. Results of the individual predictive model -- 3.5.3. Conclusion -- 3.6. Conclusion -- Conclusion -- References -- Index -- Other titles from iSTE in Innovation, Entrepreneurship and Management -- EULA

Includes bibliographical references and index.

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. Volume 1 presents a transdisciplinary theoretical analysis, combining different fields within the social sciences, primarily finance, marketing and psychology. In this second volume, an explanatory model is developed on the basis of this theoretical framework, which is then empirically tested using data from laboratory experiments. This book also proposes the original theory of 'emotional matching', which is both justified and substantiated. It personalizes behavior and offers a new perspective based on project characteristics and investor preferences.

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