TY - THES ID - 134893169 TI - The effect of risk disclosures and embedded rhetorical appeals, pathos, logos and ethos, on crowdfunding backers behaviour: based on data from Kickstarter AU - Abbasi, Amirhosein AU - Thewissen, James AU - Shrestha, Prabal AU - KU Leuven. Faculteit Economie en Bedrijfswetenschappen. Opleiding Master of Business Administration PY - 2021 PB - Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen DB - UniCat UR - https://www.unicat.be/uniCat?func=search&query=sysid:134893169 AB - New ventures mostly have challenges to have access to financial resources to initiate and develop their businesses. To attract these resources, they employ a variety of methods and techniques, such as crowdfunding. On the other hand, investors have to assess the projects and perform due diligence to decide and during this process, they face information asymmetry. The founders have to disclose sufficient information to attract investors and persuade them to invest. In the crowdfunding context, platform-introduced mandatory risk disclosure rule could inform investors of the challenges the project faces. In this research, we will examine the effect of risk disclosures on investors' behavior. In addition, prior literature has shown that managers mostly use impression techniques in their narratives to manipulate the investors’ emotions and decisions. In this manner, we have inspected the use of rhetorical appeals based on Aristotle’s concepts, ethos, logos and ethos, and whether using rhetorical appeal will weaken, strengthen or neutralize these disclosures’ effects. ER -