The Consequences of Product Ownership: Performance Handicap in a Product-Unrelated Task

Jaeyeon Chung, Columbia University, USA
Gita Johar, Columbia University, USA
When consumers experience psychological ownership to a product, they perceive traits of the product as an integral part of their self-concept. The biased self-representation in assimilation to the product traits impairs consumers’ ability to perform tasks that are product-irrelevant; but not if they perceive the tasks to be product-relevant.
[ to cite ]:
Jaeyeon Chung and Gita Johar (2015) ,"The Consequences of Product Ownership: Performance Handicap in a Product-Unrelated Task", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 44-44.