16-N: Exploring Fling Relationships With Rented Products

How do consumers form relationships with rented products? Across three studies, we found that renting a product is conceptually similar to a fling, resulting in higher excitement compared to consuming an owned product. We validate the mediating role of fling perception on not only excitement but also various downstream behaviors.



Citation:

Li Huang, Natalie Truong, and Jennifer Argo (2017) ,"16-N: Exploring Fling Relationships With Rented Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.

Authors

Li Huang, Hofstra University, USA
Natalie Truong, Nanyang Technological University, Singapore
Jennifer Argo, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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