Intertemporal Consumption in Reward-Based Crowdfunding

Rose, Stefan Manfred; Wentzel, Daniel (2018). Intertemporal Consumption in Reward-Based Crowdfunding In: 31st Doctoral Colloquium of the European Marketing Association Conference. Glasgow, UK. May 27-29, 2018.

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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 dissertational 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 > Institute for Marketing & Global Management > Marketing
Name:	Rose, Stefan Manfred0000-0002-1327-0830 and Wentzel, Daniel
Language:	English
Submitter:	Stefan Rose
Date Deposited:	16 Feb 2021 16:06
Last Modified:	30 Sep 2021 02:18
Related URLs:	Organisation
Uncontrolled Keywords:	Reward-based crowdfunding, pre-purchasing, intertemporal consumption
ARBOR DOI:	10.24451/arbor.14312
URI:	https://arbor.bfh.ch/id/eprint/14312