Intertemporal Consumption in Reward-Based Crowdfunding: The Influence of Psychological Distance on Backers’ Mental Construal of Proposed Products

Rose, Stefan Manfred (2019). Intertemporal Consumption in Reward-Based Crowdfunding: The Influence of Psychological Distance on Backers’ Mental Construal of Proposed Products In: 48th Conference for the European Marketing Association (EMAC). Hamburg, Germany. May 28-31, 2019.

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Reward-based crowdfunding (CF) has become a meaningful alternative to facilitate the realization process of new product ideas. While prior research has primarily investigated antecedents of campaign success on the project level, research from a consumer’s perspective is scarce. Therefore, the purpose of this our research is to make a first step in this direction by introducing the theoretical lens of consumer behavior research to the growing CF literature. On the basis of a controlled experiment we demonstrate that consumers perceive products that are proposed via reward-based CF as psychologically more distal, form more abstract high-level representations of these products and focus more on why-aspects while neglecting the how-aspects of a particular product. These findings have implications for researchers and project founders alike.

Item Type:	Conference or Workshop Item (Paper)
Division/Institute:	Business School > Business Foundations and Methods Business School > Business Foundations and Methods > Marketing Business School Business School > Institute for Marketing & Global Management > Marketing
Name:	Rose, Stefan Manfred0000-0002-1327-0830
Submitter:	Stefan Rose
Date Deposited:	17 Feb 2021 09:31
Last Modified:	23 May 2022 16:17
Uncontrolled Keywords:	Reward-based crowdfunding, psychological distance, construal level theory
ARBOR DOI:	10.24451/arbor.14311
URI:	https://arbor.bfh.ch/id/eprint/14311