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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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