Why We Don’T Rent What Others Love: the Role of Product Attachment in Sustainable Consumption

Four studies show that although owners expect attachment cues to enhance a product’s appeal, such beliefs are mistaken as attachment cues instead deter prospective renters. We attribute this effect to renters’ desire to avoid the responsibility of protecting the item and identify a boundary condition of the effect.


Antje Graul and Aaron Brough (2019) ,"Why We Don’T Rent What Others Love: the Role of Product Attachment in Sustainable Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 597-597.


Antje Graul, Utah State University, USA
Aaron Brough, Utah State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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