Associate Professor Shaunn Mattingly from the Department of Management, along with his coauthors, had two papers accepted for presentation at The European Academy of Management. Founded in 2001, academy is a global society dedicated to advancing management studies in Europe. The 2024 conference was held on June 24-28, at the University of Bath in the United Kingdom, focusing on how innovation can address global challenges.
Mattingly’s first paper, “Should I Sound Creative? The Influence of Creativity Speak, Campaign Type, Linguistic Tone, and Gratitude on Crowdfunding Success,” explores whether using wording related to innovation and creativity has an effect on crowdfunding campaign success. The study analyzed over 240,000 crowdfunding campaigns using computer-aided text. Findings revealed that crowdfunding backers respond positively to creativity-speak. Additionally, both positive linguistic tone and the use of words expressing gratitude enhance the effect of this wording on campaign success.
The second paper, “Career Self-Determinism and Entrepreneurship: Young Adults, Aspiring Content Creators, and Holistic Thinkers Want Autonomy,” aligns with psychological reactance theory and identifies content creation as an avenue people pursue to reduce psychological reactance associated with low levels of autonomy. A conjoint analysis study of 405 participants reveals that autonomy is a major entrepreneurial motivator, especially for young adults, aspiring content creators and holistic thinkers.