Do Owners in a Consumer-To-Consumer Market Ever Prefer Renting to Less-Engaged Users?
We find that owners in consumer-to-consumer rentals prefer users who engage with their product less (vs. more) and attribute the effect to a concern for wear-and-tear minimization in contrast to enjoyment maximization. This effect is more pronounced for attached owners who are not placated by financial risk mitigation tactics.
Antje Graul, Aaron Brough, and Mathew S. Isaac (2019) ,"Do Owners in a Consumer-To-Consumer Market Ever Prefer Renting to Less-Engaged Users?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 180-184.
Antje Graul, Utah State University, USA
Aaron Brough, Utah State University, USA
Mathew S. Isaac, Seattle University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA
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Ayelet Fishbach, University of Chicago, USA
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James Agarwal, University of Calgary, Canada
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