16-O: I Am What I Borrow: Trait Transfer in Borrowed and Rented Products

Rusty Stough, University of Wisconsin, USA
Page Moreau, University of Wisconsin, USA
We extend work on identity by examining how consumers view themselves through products they either rent or borrow. We found an increase in satisfaction with rented products from an anonymous source than from borrowed products, and evidence for trait transfer when products are borrowed.
[ to cite ]:
Rusty Stough and Page Moreau (2017) ,"16-O: I Am What I Borrow: Trait Transfer in Borrowed and Rented Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1060-1060.