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Consumer protection on Kickstarter

Blaseg, Daniel, Schulze, Christian and Skiera, Bernd 2020, Consumer protection on Kickstarter, Marketing Science, vol. 39, no. 1, pp. 211-233, doi: 10.1287/mksc.2019.1203.

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Title Consumer protection on Kickstarter
Author(s) Blaseg, Daniel
Schulze, Christian
Skiera, BerndORCID iD for Skiera, Bernd orcid.org/0000-0001-9285-2013
Journal name Marketing Science
Volume number 39
Issue number 1
Start page 211
End page 233
Total pages 23
Publisher Informs
Place of publication Catonsville, MD
Publication date 2020-01
ISSN 0732-2399
1526-548X
Keyword(s) Kickstarter
crowdfunding
consumer protection
self-regulation
Social Sciences
Business
Business & Economics
REFERENCE PRICES
QUALITY
IMPACT
BIAS
Summary This article investigates consumer protection on Kickstarter—a popular and sizeable, yet largely unregulated reward-based crowdfunding platform. Specifically, the article focuses on Kickstarter campaigns’ use of price advertising claims (PACs) and their failure to honor the promised discounts. Analyses show that between 2009 and 2016, more than 500,000 consumers who backed a wide variety of game or technology campaigns lost on average $45.72 because of broken PAC promises. Whereas 75% of PAC campaigns did not provide the promised discounts, in almost 50% of all cases backers who were promised a discount paid more, not less, than the retail price. In contrast, backers of campaigns that did not promise a discount received larger effective discounts. Analyzing an extensive data set comprising 34,745 Kickstarter campaigns, complete backing histories of more than 400,000 backers, and more than 4 million consumer comments, complaints, and reviews, we show that broken PAC promises pose a substantial problem to consumers, that the problem is persistent across more than 6 years, and that it has not been resolved through self-regulation by market participants thus far.
Language eng
DOI 10.1287/mksc.2019.1203
Indigenous content off
Field of Research 1505 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2020, The Author(s)
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30135483

Document type: Journal Article
Collections: Faculty of Business and Law
Open Access Collection
Department of Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.