How Nonconsumption Can Turn Ordinary Items into Perceived Treasures

Rifkin, Jacqueline R.; Berger, Jonah

doi:10.1086/714363

Cited by 10 publications

(4 citation statements)

References 42 publications

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“…Known as athazagoraphobia, FOBI: refers to the fear of being forgotten, ignored or neglected (Staniloiu and Markowitsch, 2012), is associated with internet usage and with narcissists (Olesen, 2019) and characterizes people disconnected from their authentic selves (Miller and Stiver, 1997), disconnected from people in their immediate environment and more connected with strangers (see Trepal et al , 2012). The FOMO is widely discussed as a driver and/or a consequence of social media engagement and has entered common usage outside of social media literature (see Rifkin et al , 2015). Sashittal et al (2015) also reported two key outcomes of brand entification.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials

Sashittal

Jassawalla

2019

MIP

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Purpose The purpose of this paper is to report a three-study effort that aimed to explicate the brand entification construct, a post-anthropomorphic attribution that results from user-brand interaction on Twitter. Entified brands are not merely humanlike, they are viewed as human celebrities with an elevated social status. Design/methodology/approach A testable conceptual framework, hypotheses and measurement scales for explicating the brand entification construct are derived from focus groups. The framework is tested using two separate surveys; the first surveyed college going, Millennial users of Twitter, the second surveyed a nationwide sample of Twitter using Millennials. Findings The fear of being ignored (FOBI) emerges as the key antecedent of brand entification. Elevation in healthy narcissism emerges as its key consequence. Twitter users experiencing elevated narcissism are found to defend entified brands when they receive negative tweets from other users. Research limitations/implications All constructs and measurement scales reported in the data are new, the evidence of linkages between the antecedents and consequences of brand entification are similarly unprecedented; both reflect the theoretical contributions of the study. Further testing of scales, and replication of results using multiple samples of Twitter users are essential before formalized theory and widely generalizable findings emerge. Practical implications Shaping Twitter-users’ sense of healthy narcissism emerges as the key challenge for managers aiming to build brands via Twitter communication. Stimulating users’ FOBI emerges as a key entry-way in this process. Originality/value The paper reports the first empirical investigation of the brand entification construct in the context of Twitter-using Millennials.

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Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials

Sashittal

Jassawalla

2019

MIP

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“…All too often, such consumer decisions result in harmful behaviors, including excessive and uncontrolled buying (O'Guinn and Faber 1989;Dittmar 2005), addictive buying (Scherhorn, Reisch, and Raab 1990), or compulsive gambling (Cherkasova et al 2018). Consistent with research documenting the implications of maladaptive consumption related to interactions with belongings (Rifkin and Berger 2021) and the pursuit of perfectionism (Chang, Jain, and Reimann 2021), maladaptive consumption behaviors in the financial domain can also have severe implications for consumer welfare, such as emotional turmoil and depression (Richardson, Elliott, and Roberts 2013), bankruptcy (van Ooijen and van Rooij 2016), interpersonal conflicts and increased divorce rates (Dingfelder 2008), and illicit drug use (Sinha 2009). Unfortunately, the negative consequences of risky financial decisions appear widespread.…”

mentioning

confidence: 61%

Lady Luck: Anthropomorphized Luck Creates Perceptions of Risk-Sharing and Drives Pursuit of Risky Alternatives

Kulow¹,

Krämer²,

Bentley³

2021

Journal of the Association for Consumer Research

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We examine decision-making under risk as a function of the degree to which consumers anthropomorphize their luck. We propose that consumers make riskier financial decisions when they anthropomorphize (vs. objectify) their luck and that this effect occurs because humanizing luck engenders a perceived sharing of risk in the presence of "lady luck." A series of experiments shows that consumers among whom anthropomorphized versus objectified luck is salient display greater risk-taking in financial, but not social, decisions. These effects are heightened among consumers who frequently engage in risky decision-making and are driven by perceptions of risk-sharing produced by anthropomorphized luck. Collectively, these findings document how anthropomorphizing luck can influence consumers' decision-making within the financial domain. We discuss important consumer welfare implications associated with the negative consequences that result from repeated detrimental consumer behaviors, particularly given the pervasive use of anthropomorphized luck by marketers in the gambling domain.For a change, lady luck seemed to be smiling on me. Then again, maybe the fickle wench was just lulling me into a false sense of security while she reached for a rock.

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“…At the end, what the observation indicates is that the events by an external viewpoint may be just described as ordinary, but with a process of transforming them into luxurious. Apart from the community and the intense involvement of human capital, elements like the obligation of absence of artists from public shows within a certain period reinforces the notion of a similar nonconsumption ideology that may be followed to increase the value of other offerings as well (Rifkin & Berger, 2021).…”

Section: Resultsmentioning

confidence: 94%

Brand Exclusivity, Privacy and the Perception of Luxury in the ‘Physiognomy Mystery’ Events

Pang

2022

South Asian Journal of Business and Management Cases

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This study analyses the importance of exclusivity and privacy of Physiognomy Mystery, a private community (club) in the entertainment and arts sector. Through short interviews with selected members, the case presents customer perceptions on how the attachment to these core values could construct a brand of perceived luxury, increasing the final customer experience. A strong emotional attachment, the sense of community belonging and trust reflect a unique experience for the participants that could be exceptionally inferior for outsiders. It is finally shown that the co-development and immediate involvement of members on every operational aspect may finally create a brand community with the essence of luxury, fulfilling the demand of the selected members for private, iconic experiences on apparently conventional services.

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How Nonconsumption Can Turn Ordinary Items into Perceived Treasures

Cited by 10 publications

References 42 publications

Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials

Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials

Lady Luck: Anthropomorphized Luck Creates Perceptions of Risk-Sharing and Drives Pursuit of Risky Alternatives

Brand Exclusivity, Privacy and the Perception of Luxury in the ‘Physiognomy Mystery’ Events

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