Putting the Fun in Functionality: Appropriation, Ownership, and Pride

Colleen Kirk, Mount Saint Mary College (New York), USA
Scott Swain, Clemson University, USA
James Gaskin, Brigham Young University, USA
We propose that authentic pride mediates the relationship between consumer technology appropriation and psychological ownership, while hubristic pride strengthens the effect of psychological ownership on economic valuation and word-of-mouth. We further examine consumption context (public versus private) and situation strength (strong versus weak behavioral constraints) as moderators.
[ to cite ]:
Colleen Kirk, Scott Swain, and James Gaskin (2014) ,"Putting the Fun in Functionality: Appropriation, Ownership, and Pride", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 791-791.