Excitement of Rentals

The present research examines consumer-product relationship in renting. Across four studies, we found that renting a product was perceived as similar to a fling, resulting in higher excitement compared to consuming an owned product. We further demonstrated that this elevated excitement influenced downstream behaviors including product evaluation and risk taking.



Citation:

Li Huang, Natalie Truong Faust, and Jennifer Argo (2019) ,"Excitement of Rentals", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 641-643.

Authors

Li Huang, Hofstra University, USA
Natalie Truong Faust, Nova School of Business and Economics, Portugal
Jennifer Argo, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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