From happy consumption to possessive bonds: When positive affect increases psychological ownership for brands

Thürridl, Carina; Kamleitner, Bernadette; Ruževičiūtė, Rūta; Süssenbach, Sophie; Dickert, Stephan

doi:10.1016/j.jbusres.2019.10.019

Cited by 16 publications

(14 citation statements)

References 61 publications

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“…In this vein, the concept of psychological ownership has recently been applied to consumer behaviour. Objects of ownership range from brands (Thürridl et al , 2020) and online brand communities (Kuchmaner et al , 2019; Kumar, 2019) to fashion items (Lee and Chow, 2020) and consumers’ work on crowdsourcing platforms (Yuksel et al , 2019). Such studies have indicated that psychological ownership facilitates positive outcomes such as brand commitment (Thürridl et al , 2020), consumer citizenship (Yuksel et al , 2019), online brand community participation intentions, brand purchase intentions and positive word of mouth (Kumar, 2019) while lessening negative outcomes such as brand transgressions (Kuchmaner et al , 2019).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Facilitation of “strong” branded application outcomes – the self-concept perspective

Tseng

2020

JPBM

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Purpose People spend more than 90% of their smartphone usage time on mobile applications (apps). Companies have capitalized on this opportunity to develop various types of branded apps. However, due to fierce competition in the app market, most branded apps have a low retention rate. Drawing on the theory of psychological ownership, this study aims to investigate drivers of what we call “strong” indicators of branded app outcomes or, namely, indicators of app engagement that reveal a higher level of consumer brand commitment. Design/methodology/approach Two studies were conducted using online and offline surveys. Partial least squares structural equation modelling was used for data analysis. Findings The results of the two studies confirm the research hypothesis. When utility-related antecedents (perceived usefulness and ease of use) are controlled for, self-brand congruity and investment size facilitate psychological ownership towards a branded app, which, in turn, generates feedback intention and brand evangelism. Originality/value Unlike the utilitarian perspective on user engagement with branded apps, the current research contributes to the literature by proposing a self-concept perspective that can drive strong indicators of branded app marketing outcomes. Two strategies through which practitioners can facilitate these indicators and create a competitive advantage for their companies are proposed.

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Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Facilitation of “strong” branded application outcomes – the self-concept perspective

Tseng

2020

JPBM

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“…The majority of past studies indicating specific adverse outcomes of PO were conducted in the organizational context (Brown et al , 2014; Van Dyne and Pierce, 2004). While Thürridl et al (2020) studied PO as an outcome in a branding context, the current study contributes to this scant literature by demonstrating the adverse result of PO in the context of IGA. PO for the game leads to a significantly negative effect of consumers' ATG on ATB, and this effect increases with increases in PO.…”

Section: Discussionmentioning

confidence: 84%

“…PO is found to moderate the relationship between ATG and ATB significantly, but contrary to the authors' expectation, it is found to weaken the effect of ATB on ATG. Hypothesis 5 was formulated based on the positive outcomes of PO found by various studies in organizational and consumption contexts like a higher commitment to the organization (Dawkins et al , 2017), brand attachment, purchase intention, willingness to spend (Thürridl et al , 2020). However, this another side of PO that points to its possible adverse outcomes like possessiveness toward the target (Dawkins et al , 2017), territorial behaviors (Brown et al , 2014), and resistance to any change in the target object.…”

Section: Discussionmentioning

confidence: 99%

“…However, this study focused on two pertinent psychological factors – psychological ownership (PO) and perceived invasiveness (PI) of IGA – impacting consumer's evaluation of the IGA brand. While PO has been extensively studied in the organizational context (Dawkins et al , 2017), its adoption to marketing context has just begun (Kumar, 2019; Thürridl et al , 2020). Furthermore, PO is examined as a mediator in previous studies (Yoo et al , 2018; Mishra and Malhotra, 2020).…”

Section: Introductionmentioning

confidence: 99%

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Consumers' psychological reactance and ownership in in-game advertising

Malhotra

Saxena

2021

MIP

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PurposeThe study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between consumers' ATG and attitude toward the in-game advertising (IGA) brand.Design/methodology/approachThe study used SEM and PROCESS MACRO to analyze the results.FindingsThe study asserts the significant role of game flow, game customization and game enjoyment as antecedents of consumers' ATG. Furthermore, psychological ownership and perceived IGA invasiveness were found to be significant moderators between attitude toward game and attitude for the IGA brand.Originality/valueThe study examines how players’ attitude toward the game influences their attitude toward the IGA brand due to the player's ownership perceptions over the game and invasiveness perceptions for IGA. The study used psychological ownership and psychological reactance theory in the gamification context. The study findings present pertinent implications for game developers and brands interested in using IGA tools.

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“…of hedonic motives but also with further boosting their sense of selfworth, which is crucial for them; therefore, they chose shopping as a primary path to reach a higher level of self-efficacy (Pookulangara & Knight, 2013;Thürridl et al, 2020). To achieve interim pleasures, one gets tangled in the cobweb of compulsive buying, which results in the person becoming a shopping addict (Pradhan et al, 2018)., it is evidenced in the literature that possessiveness is a concurrent predictor of compulsive buying (Pradhan et al, 2018;Tarka, 2020), which in turn cultivates shopping addiction (Ahi et al, 2020).…”

Section: Possessiveness Hedonic Shopping Motives Self-efficacy and Sh...mentioning

confidence: 99%

How do possessiveness, nongenerosity and envy in young female consumers convert into shopping addiction?

Jhamb

Mittal

2022

J of Consumer Behaviour

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The present age is witnessing a rise in materialism and its sub-traits such as possessiveness, nongenerosity and envy. Combined with a marked increase in habitual shopping, this trend has resulted in some degree of shopping addiction. There are scant studies on contribution of materialistic tendencies of consumers towards shopping addiction; therefore, this study aimed to examine the effect of the sub-traits of materialism (possessiveness, nongenerosity and envy) on shopping addiction. The role of hedonic shopping motives and self-efficacy as mediators was also investigated. Data for the study were derived by administering a structured questionnaire

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From happy consumption to possessive bonds: When positive affect increases psychological ownership for brands

Cited by 16 publications

References 61 publications

Facilitation of “strong” branded application outcomes – the self-concept perspective

Facilitation of “strong” branded application outcomes – the self-concept perspective

Consumers' psychological reactance and ownership in in-game advertising

How do possessiveness, nongenerosity and envy in young female consumers convert into shopping addiction?

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