Resistance Is Frugal: When Ignoring Nonconscious Goals Affects Psychological Ownership of Investment Decisions

Colleen Kirk, Mount Saint Mary College (New York), USA
Bernard McSherry, New Jersey City University, USA
Scott Swain, Clemson University, USA
Results of two experiments suggest that feelings of psychological ownership are greater when investment choices are incongruent with nonconsciously-activated goals, and that psychological ownership enhances subsequent word-of-mouth intentions. However, instructing investors to make decisions in the “right way” (versus instructing them to make the “best choices”) attenuates the effect.
[ to cite ]:
Colleen Kirk, Bernard McSherry, and Scott Swain (2014) ,"Resistance Is Frugal: When Ignoring Nonconscious Goals Affects Psychological Ownership of Investment Decisions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 791-791.