The Influence of Language Style and Brand Name on Crowdfunding Performance of Environmental Protection Enterprises

Table 1

Description of four language styles.

Variable	Variable description	Give an example
Detailed language	Describe the object in detail: detailed and accurate.	A real flower cake is a real flower cake.
Succinct language	Use refined adjectives or professional terms to describe an item or brand: classical poetry or refined sentences.	A successful boiled fish tastes smooth and tender, with bright red eyes and faint fish flesh,
Interactive language	A series of interactive languages such as questions, rhetorical questions, and invitations.	Let's drink with our favorite characters in the dream of red mansions!
Low psychological distance language	Language that brings psychological distance closer. It is manifested in the density of emotion and attitude.	Shh! This is our beautiful little secret∼