No politics in funding pitches: An expectancy violations theory perspective of entrepreneurs' political expressions in crowdfunding

Abstract

Drawing from expectancy violation theory, we investigate how entrepreneurs' language-based expressions of their political ideology influence the performance of their crowdfunding campaigns. We argue that crowdfunding funders expect campaigns to be apolitical, suggesting that entrepreneurs' expressing their political ideologies – regardless of the specific ideology – create a negative expectancy violation that decreases funding performance. As source credibility is a central boundary condition for expectancy violation theory predictions, we also suggest this relationship is mitigated by three indicators of entrepreneurial credibility: prior successful experience, media usage, and third-party endorsements. Using a sample of 19,898 Kickstarter campaigns and a randomized experiment, we find support for our theoretical predictions.