Possession Substitutability: Identity and Usage of Rented (Versus Owned) Products
Despite availability of good rental options, many consumers prefer to haul or ship their gear for gear-requiring activities (e.g., skiing). Across six studies, centrality of identity (e.g., skier) decreased renting by rendering a possession (e.g., skis) more “me” and thus unsubstitutable, but increased renting when possession “me-ness” was not affected.
Liad Weiss (2017) ,"Possession Substitutability: Identity and Usage of Rented (Versus Owned) Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 957-958.
Liad Weiss, University of Wisconsin - Madison, USA
NA - Advances in Consumer Research Volume 45 | 2017
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