The Dematerialization of Consumption

Dematerialization is transforming many product categories. Products such as books and movies are becoming invisible and intangible. Although dematerialization provides indisputable benefits for consumers, our studies show that consumers prefer material goods over their immaterial counterpart under identity-based consumption because dematerialization reduces consumer’s ability to use products for self-verification.



Citation:

Maria Cristina Cito, Eugina (Wai Lun) Leung, Gabriele Paolacci, and Stefano Puntoni (2019) ,"The Dematerialization of Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 254-258.

Authors

Maria Cristina Cito, Bocconi University, Italy
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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