Linear Regression with Dependent Variable, Percentage of Funding
| Variable Category | Variable Description | Beta | Sig |
|---|---|---|---|
| Intercept | Intercept | 0.13 | |
| Appeal Modes | Guilt Appeal | 0.186 | 0.01 |
| Self-Benefit Appeal | 0.181 | 0.14 | |
| Others-Benefit Appeal | −0.048 | 0.53 | |
| Nostalgia Appeal | 0.041 | 0.51 | |
| Product Characteristics | Product Type | −0.214 | 0.02 |
| Emotional Message Frame | 0.583 | 0.00 | |
| Rational Message Frame | −0.403 | 0.12 | |
| Presentation Characteristics | Length of Video | −0.102 | 0.14 |
| Length of Pitch | −0.044 | 0.56 | |
| Professional Image | 0.091 | 0.20 | |
| Image Valence Positive | −0.012 | 0.87 | |
| Image Valence Negative | 0.025 | 0.75 | |
| Reward Tiers | −0.191 | 0.03 | |
| Interactions | Emotional Message Frame with Product Type | −0.607 | 0.00 |
| Rational Message Frame with Product Type | 0.472 | 0.05 | |
| Control Variables | Funding Goal | 0.123 | 0.14 |
| Funding Period | 0.070 | 0.28 |