Crowdfunding has emerged as a novel and effective way to fund creative projects and startups. One of the many interesting questions that the crowdfunding phenomenon spawned is the nature of the multiplex relationship between the backers and their backed venture. Backers of innovative projects can engage with their supported venture in such capacities as users, developers, and financial supporters. We adopt a psychological ownership perspective, to examine the nature of this multiplex relationship. Psychological ownership is defined as “the state in which individuals feel as though the target of ownership or a piece of that target is ‘theirs’” (Pierce et al. 2003, 86). Three routes have been identified for the emergence of psychological ownership: controlling the object of ownership; coming to intimately know it; and investing one’s self into the object (Pierce et al. 2001).