16-M: Bridging the Chasm For Materialists: the Case of Renting Luxury

Though literature would predict that materialistic people dislike renting luxury, giving them less control over the product, in two studies we show that for high materialists renting luxury leads to similar self-image and product perceptions as buying. For low materialists we only find positive effects for buying luxury, not renting.


Goedele Krekels, Bruno Kocher, Sandor Czellar, and Brigitte Muller (2017) ,"16-M: Bridging the Chasm For Materialists: the Case of Renting Luxury ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1041-1041.


Goedele Krekels, HEC Lausanne, Switzerland
Bruno Kocher, HEC Lausanne, Switzerland
Sandor Czellar, HEC Lausanne, Switzerland
Brigitte Muller, IAE de Toulon, France


NA - Advances in Consumer Research Volume 45 | 2017

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