Persuasion is fundamental to resource acquisition for entrepreneurial ventures. Prior research has examined the importance of specific persuasion mechanisms employed by entrepreneurs to acquire resources (e.g., storytelling, identity claiming, passion), yet most of this research examines a single persuasion mechanism in isolation. Surprisingly little is understood about whether and how persuasion mechanisms are combined over time in ordered ways to enhance the resource acquisition efforts of entrepreneurs. To address this issue we examine three interrelated research questions: (1) whether and how entrepreneurs utilize and combine persuasion mechanisms in their efforts to acquire resources, (2) whether the quality and quality of persuasion mechanisms employed by entrepreneurs appears to influence the amount of resources they are able to garner, and (3) what antecedents enable entrepreneurs to enact and strategically combine persuasion mechanisms to increase their chances of acquiring resources.
Murray, Alex; Kotha, Suresh; and Fisher, Greg
"PERSUASION SEQUENCES: A PROCESS APPROACH TO UNDERSTANDING INFLUENCE IN CROWDFUNDING CAMPAIGN (SUMMARY),"
Frontiers of Entrepreneurship Research: Vol. 35
, Article 13.
Available at: https://digitalknowledge.babson.edu/fer/vol35/iss2/13