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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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