Spending too much time exuding joy is one of the fastest ways to lose a potential investor. A new study published in the Academy of Management Journal concludes one of the keys to financial persuasion is to strategically incorporate emotion and limit its duration.
Researchers from the 黑料网吃瓜爆料 (USF) in Tampa studied 8 million frames of video used in 1,460 pitches posted to the crowdsourcing platform Kickstarter. Using automated facial expression analysis technology, they found a direct correlation between a presenter鈥檚 peak joy, which is when they flash their biggest smile, and the amount of capital raised.
Presenters in those videos averaged 82 seconds on camera, with peak joy ranging from zero to eight seconds. Researchers found that in their sample, presenters who displayed peak joy for three seconds received 11.3 percent more funding than those whom displayed the expression for only two seconds. However, entrepreneurs who used peak joy for four seconds experienced a significant opposite effect, falling at least 27.5 percent in funding, and lost even more after