Comment la complexité visuelle des logos influence-t-elle la perception des investisseurs et leurs décisions de financement sur les plateformes de crowdfunding ? Trois études révèle que (1) les investisseurs tendent à considérer que les entreprises entrepreneuriales avec des logos visuellement plus complexes sont plus innovantes que les entreprises avec des logos visuellement plus simples et (2) que la complexité visuelle d’un logo peut entraîner une augmentation importante du montant investi dans une campagne de financement participatif.

03:52
Perceived product value describes consumers' overall assessment of a product. It takes into account the extent to which a product meets a consumer's needs and expectations. It takes into account the extent to which a product meets a consumer's needs and expectations. The perceived value of a product can be seen as a trade-off between quality and price. However, more nuanced definitions take into account the complex nature of perceived product value, and refer to its dimensions: emotional (feelings generated), social (improved social self-image), quality/performance (quality and performance expectations) and price/value for money (product utility and cost).
OSBURG Victoria-Sophie - MONTPELLIER Business School |
- Dico du Management
- Marketing, Vente et Communication