Mine Versus Ours: Does It Matter?

Bernadette Kamleitner, Queen Mary, University of London, UK
Anna Rabinovich, University of Exeter, UK
Joint ownership is a fact for many consumer goods. Consumer research has mainly addressed the decision process leading to joint ownership but not the impact joint ownership has on consumer behavior. In Study 1 we find that lay intuition assumes that joint owners take less care of a car than individual owners. This finding relates to differences in perceived responsibility and perceived ownership. Study 2 shows that joint owners are in fact less likely to care for an object (here: computer) than individual owners. This effect relates to a lower degree in perceived ownership among joint owners.
[ to cite ]:
Bernadette Kamleitner and Anna Rabinovich (2010) ,"Mine Versus Ours: Does It Matter?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 828-829 .