The Merits of Happy Consumption: Positive Affect and Psychological Ownership

The feelings consumers experience during consumption can have powerful effects, but can they also influence how possessive one feels towards the consumed? In this paper, we examine whether positive affect experienced during brand consumption can instill a sense of ownership for the consumed brand, subsequently leading to intended repeat consumption.


Carina Thürridl, Bernadette Kamleitner, Ruta Ruzeviciute, Stephan Dickert, and Sophie Süssenbach (2017) ,"The Merits of Happy Consumption: Positive Affect and Psychological Ownership", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1077-1077.


Carina Thürridl, Wirtschafts University, Austria
Bernadette Kamleitner, Wirtschafts University, Austria
Ruta Ruzeviciute, Wirtschafts University, Austria
Stephan Dickert, Queen Mary University of London, UK
Sophie Süssenbach, Wirtschafts University, Austria


NA - Advances in Consumer Research Volume 45 | 2017

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