Abstract
Vision is an inevitable and essential element in entrepreneurial financing. Yet current research provides limited insight into how future-focused language in reward-based crowdfunding narratives influences campaign outcomes. Drawing on construal level theory, this study proposes that future-focused cues increase psychological distance—both temporal and hypothetical—which can negatively affect crowdfunding performance. However, process stimulation, operationalised through cognition-based cues, can mitigate the adverse effects of future-focused cues by enhancing perceived feasibility and concreteness. This study contributes to the understanding of linguistic strategies in crowdfunding, specifically regarding the strategic use of future-oriented language.