Data Description
| Variable | n | M | SD |
|---|---|---|---|
| Guilt Appeal (GUAP) | 21 (10.5%) | ||
| Self-Benefit Appeal (SBAP) | 86 (43.0%) | ||
| Others-Benefit Appeal (OBAP) | 142 (71.0%) | ||
| Nostalgia Appeal (NGAP) | 11 (5.5%) | ||
| Product Type (PRD)–Utilitarian | 24 (12.0%) | ||
| Emotional Message Frame (EMF) | 18 (9.0%) | ||
| Rational Message Frame (RMF) | 106 (53.0%) | ||
| Length of Video (LV) | 180.32 | 119.81 | |
| Length of Pitch (LP) | 1,007.71 | 831.29 | |
| Professionalism (PROF) | 3.69 | 1.25 | |
| Image Valence Positive (IMGP) | 188 (94.0%) | ||
| Image Valence Negative (IMGN) | 32 (16.0%) | ||
| Reward Tiers (REW) | 11.04 | 8.44 | |
| Funding Goal (FG) | $32,858.30 | $110,211.06 | |
| Funding Period (FPD) | 31.62 | 8.99 |