Possession Substitutability: Identity and Usage of Rented (Versus Owned) Products

Liad Weiss, University of Wisconsin - Madison, USA
Despite availability of good rental options, many consumers prefer to haul or ship their gear for gear-requiring activities (e.g., skiing). Across six studies, centrality of identity (e.g., skier) decreased renting by rendering a possession (e.g., skis) more “me” and thus unsubstitutable, but increased renting when possession “me-ness” was not affected.
[ to cite ]:
Liad Weiss (2017) ,"Possession Substitutability: Identity and Usage of Rented (Versus Owned) Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 957-958.