Consumer Decisions to Rent Vs. Buy

Consumers frequently choose options that provide extended streams of consumption. We propose that there is a congruency between the decision process and perceived length of consumption. A long-term use of a product (i.e. purchase) leads to a different decision mindset (and evaluation criteria) compared to a temporary use of a product (rental). In a series of studies we show that a more stringent evaluation in the case of multiple-use (purchased) goods leads to lower purchase likelihood compared to equally priced single-use (rental) of the same product.


Anastasiya Pocheptsova, Ran Kivetz, and Ravi Dhar (2008) ,"Consumer Decisions to Rent Vs. Buy", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 76-79.


Anastasiya Pocheptsova, Yale University
Ran Kivetz, Columbia University
Ravi Dhar, Yale University


NA - Advances in Consumer Research Volume 35 | 2008

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