Christian Goglin - Emotions and Values in Equity Crowdfunding Investment Choices 1

Beyond the expected theoretical output, this book aims to provide the practitioners of ECF – first and foremost, investors – with a better understanding of their choices and the judgmental biases or heuristics to which they may be unconsciously subjected. The Autorité des marchés financiers (AMF), the French organization whose mission is to protect retail investors, will be able to use these results to back up the warnings given to investors.

Fundraising entrepreneurs will be able to usefully draw conclusions about the factors that attract investors, as this shareholder community is sought after for reasons of cognitive input that go beyond financial input. Other applications of the affective matching model, of an industrial nature, are possible and will be discussed in the conclusion.

This work is organized into two volumes; the first sets out the choices and theoretical foundations on which the second volume (Goglin 2020), which presents our contribution, is based.

This research is organized as follows: the first part (Volume 1) first presents the context of crowdfunding and ECF and then progressively introduces and justifies the object of this research ( Chapter 1). A state of the art that intersects several fields of social science research leads to a theoretical framework ( Chapter 2). The second part (Volume 2) opens with the modeling and operationalization of the concepts ( Chapter 1of the second volume). The experimental test protocol is then presented ( Chapter 2of the second volume). The last chapter (Chapter 3 of the second volume) tests the hypotheses and initiates a discussion before the final conclusion.

1 1 It should be noted that the concept of a signal developed by these two authors is used in several articles of our literature review in the exclusive sense of information, without there being any associated cost, as the theory suggests.

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