Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership

Viglia, Giampaolo; Tassiello, Vito; Gordon‐Wilson, Sianne; Laura, G

doi:10.1002/mar.21254

Cited by 10 publications

(18 citation statements)

References 52 publications

(73 reference statements)

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“…Many studies have explored hedonic consumption, but only a few studies have considered the role of the payment format. A notable example is Viglia et al's (2019) examination of how product type (hedonic vs. utilitarian) and payment timing (in cash immediately or later in instalments) affects consumer's perceived psychological ownership of the product, which influences cheating behavior. Another example is Hoelzl et al (2011), who investigated how payment mode (down payment vs. instalments) affects postpurchase evaluations of hedonic products over time.…”

Section: Discussionmentioning

confidence: 99%

“…Moreover, with a few exceptions, such as consumer cheating behavior (Viglia, Tassiello, Gordon‐Wilson, & Grazzini, 2019) and post‐purchase product evaluations (Hoelzl, Pollai, & Kastner, 2011), previous research on payment formats has mainly looked at spending (e.g., Prelec & Simester, 2001; Runnemark, Hedman, & Xiao, 2015; Soman, 2003). For example, Soman (2003) found that compared with those who paid with cash, consumers who paid with a less transparent format (e.g., credit card) spend more.…”

Section: Introductionmentioning

confidence: 99%

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Payment formats and hedonic consumption

Liu

Chou

2020

Psychology and Marketing

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Payment formats have many important influences on consumer behavior. However, few studies have examined how the payment format affects hedonic consumption. This study explores how the transparency of the payment format (e.g., bonus points vs. cash) influences consumers' willingness to pay, budget assignments, and consumption choices through differences in their perceived pain of purchasing (exchanging) hedonic and utilitarian options. Specifically, consumers who pay with highly transparent payment formats (e.g., cash), compared with consumers who pay with less transparent payment formats (e.g., store points, bonus points, and gift certificates), are willing to pay less, assign a lower budget, and are less likely to choose hedonic products. The perceived pain of purchasing (exchanging) a hedonic product plays an important mediating role on the influence of the payment format on hedonic consumption. However, the perceived pain of purchasing (exchanging) a utilitarian option plays a parallel mediating role only when people have paid for the less transparent payment format (e.g., buying store points) rather than when they accumulate the points through previous consumption events. The research findings provide insights that can benefit both theory and practice.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Payment formats and hedonic consumption

Liu

Chou

2020

Psychology and Marketing

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“…In recent years, studies focusing on the object of psychological ownership have gradually emerged. For example, the study by Viglia et al [29] shows that psychological ownership mediates the effects of product attributes (hedonic vs. utilitarian) on consumers' cheating behavior. As a result, the study found that the perceived psychological ownership is lower for hedonic goods and increased consumers' cheating behavior through verifying mediation analysis.…”

Section: The Effect Of Others Investment On Psychological Ownership Dmentioning

confidence: 99%

Did You Invest Less Than Me? The Effect of Other’s Share of Investment on Psychological Ownership of Crowdfunding Projects

Seo

Park

2020

Sustainability

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The development of information technology, in an online context, has expanded into collective consumption, e.g., crowdfunding projects. Moreover, people feel a sense of psychological ownership (“it is mine”) toward projects they invest in, even if their attributes are immaterial or intangible. This research focuses on changes in psychological ownership based on the characteristics of crowdfunding projects, which are collectively invested in with others, and the attributes of objects (tangible/intangible). Specifically, this research seeks to determine how psychological ownership is affected by information about the amount of money invested by others in a shared project. Additionally, this research investigates whether psychological ownership changes based on others’ investment (less/more) and the attributes (tangible/intangible) of the project. The findings from the empirical analysis indicate that psychological ownership changes based on information regarding other people’s investment in a shared crowdfunding project. The results also show that, in projects with tangible attributes, psychological ownership changes based on investment information; however, no changes were observed in projects with intangible attributes.

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“…These findings increase our understanding of the influence of individuals' prior consumption experiences on their subsequent behavior. Previous research (Viglia et al, 2019) has shown that after individuals were mentally represented hedonic products, they are more likely to engage in unethical behavior. Our research also suggests that the type of consumption in which individuals engage can affect their subsequent goal‐directed behavior.…”

Section: Discussionmentioning

confidence: 99%

The effect of material and experiential consumption on goal pursuit

Wyer

2021

Psychology and Marketing

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Previous research predominately focuses on the negative aspects of material consumption. Thus, the primary purpose of this current research is to investigate the potential upside of material consumption on consumers' goal pursuit. Specifically, four studies show that whether individuals have recently engaged in experiential or material consumption determines how feedback about their performance in a later goal‐directed activity influences their goal‐relevant behavior. Experiential consumption triggers individuals' intrinsic motivation and focuses their attention on their enjoyment of engaging in an activity rather than the outcomes that result from doing so. Consequently, the feedback they receive about their performance in one task has little effect on their behavior in conceptually related situations. By contrast, the extrinsic motivation activated by material consumption leads individuals to use the feedback as an indication of the quality of their performance, motivating them to work harder on a later goal‐directed activity if the feedback they received was negative. Field studies confirm the implications of these findings in actual consumption situations.

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Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership

Cited by 10 publications

References 52 publications

Payment formats and hedonic consumption

Payment formats and hedonic consumption

Did You Invest Less Than Me? The Effect of Other’s Share of Investment on Psychological Ownership of Crowdfunding Projects

The effect of material and experiential consumption on goal pursuit

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