Rose, StefanStefanRoseWentzel, DanielDanielWentzel2024-11-192024-11-19201810.24451/arbor.14312https://doi.org/10.24451/arbor.14312https://arbor.bfh.ch/handle/arbor/39927Reward-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.enReward-based crowdfundingpre-purchasingintertemporal consumptionconference_item