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Using recycled or repurposed materials to make a new product can be a good sustainability strategy, but how can marketers increase the appeal of such goods to consumers? An experiment by two marketing scholars reveals that this appeal can be stimulated by explicitly telling just a little of the product's history and letting consumers spin the rest of the story.

In crowdfunding, rewards can make or break success. Yet reward design, choice, and planning still occur based on availability rather than strategy. To address this challenge, this article provides an empirically derived crowdfunding reward toolbox offering guidance in strategically selecting rewards. Based on a large-scale analysis of successful and unsuccessful Kickstarter projects, this article classifies rewards that are currently offered along eight dimensions. It identifies emerging patterns and derives five strategic core tools and two add-on tools. Finally, it delivers exploratory insights into the relative effectiveness of different tools that can facilitate decision making and strategic planning for entrepreneurs and individuals who plan to launch a crowdfunding project and who seek ways to reward their supporters