The Influence of a Process Versus Outcome Focus on Crowdfunding Backers' Funding Intentions

This thesis investigates the influence of consumer mindsets (process-focused versus outcome-focused), on crowdfunding backers' funding intentions. Across four studies, it examines how these mindsets influence preferences for crowdfunding projects. The key mediating factors of risk tolerance is investigated as a potential explanatory variable. The research integrates mental simulation theory to explore how backers' focus on the journey or the end result shapes their decision-making. These findings aim to advance understanding of backer behaviour and provide insights for designing effective crowdfunding campaigns.