Emotions and Values in Equity Crowdfunding Investment Choices 1

Transdisciplinary Theoretical Approach

Emotions and Values in Equity Crowdfunding Investment Choices 1

Christian Goglin, University of Burgundy – France-Comté, France.

ISBN : 9781786306333

Publication Date : February 2021

Hardcover 212 pp

165.00 USD



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.

This first volume centers on the emotional and axiological determinants of choice. A transdisciplinary theoretical analysis is carried out, combining different fields within the social sciences, primarily finance, marketing and psychology. This state of the art leads to the emergence of an original theoretical framework for understanding investment choices in equity crowdfunding.


1. Equity Crowdfunding, a New Form of Financing that Raises a Number of Questions.
2. Transdisciplinary Approach to the Issue of Investor Choice.

About the authors/editors

Christian Goglin is a Doctor of Management Sciences and a research associate at the CREGO Laboratory, part of the University of Burgundy – France-Comté, France. His research and academic publications focus on behavioral finance and finance-related investor choice.