Designing Digital Choice Sets: How Does the Presentation of Options Influence Users' Decision Making?

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Type and Duration

PhD-Thesis, February 2016 until May 2019 (finished)


Hilti Chair of Business Process Management

Main Research

Business Process Management

Field of Research

Process Management


Reward-based crowdfunding initiatives offer backers non-financial rewards in return for their pledges, typically the chance to pre-purchase products or any other product-related incentives. Better rewards cost more, so the more backers choose high-priced rewards, the easier it gets for the project initiators to reach their intended funding targets. The PhD dissertation is intended to explain how backers' decisions can be influenced applying behavioral change interventions by conducting online experiments to test the possibility of selected interventions in reward-based crowdfunding. Against this background, a webpage based on will be designed and used for research issues. If successful, this study will have important practical and theoretical implications for the design of crowdfunding systems from a behavioral science perspective.


Crowdfunding, Behavioural Finance, design principles, Choice architecture, Dual Process Theory, Experimental Research