You Stepped on My Toes: When Does Psychological Ownership Lead to Territorial Responses?

Results of three experiments reveal that when consumers psychologically own a product, they perceive infringement and behave territorially as another person signals control, intimate knowledge, or investment of self in the product. Infringement and territorial responses intensify when consumers believe they have more clearly signaled (i.e., “marked”) their psychological territory.


Colleen Kirk, Scott Swain, and Joann Peck (2016) ,"You Stepped on My Toes: When Does Psychological Ownership Lead to Territorial Responses?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 743-743.


Colleen Kirk, New York Institute of Technology, USA
Scott Swain, Clemson University, USA
Joann Peck, University of Wisconsin - Madison, USA


NA - Advances in Consumer Research Volume 44 | 2016

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