To Have and to Hold? Marketing Implications of Consumers’ Product Retention Tendency

This research introduces the concept of product retention tendency (PRT), an individual’s propensity to retain physical possessions. We argue that PRT impacts not only retention/disposal decisions, but also acquisition- and consumption-related behaviors. We show that PRT influences consumer responses to various marketing tactics, such as product packaging and promotions.


Kelly Haws, Rebecca Walker Naylor, Robin A. Coulter, and William O. Bearden (2011) ,"To Have and to Hold? Marketing Implications of Consumers’ Product Retention Tendency", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Kelly Haws, Texas A&M University, USA
Rebecca Walker Naylor, Ohio State University, USA
Robin A. Coulter, University of Connecticut, USA
William O. Bearden, University of South Carolina, USA


NA - Advances in Consumer Research Volume 38 | 2011

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