Renting: a Singles' Market?
We investigate the impact of relationship status on preference for acquisition mode: renting or buying. We find that renting is a specific acquisition mode that the solo consumers desire. It is not the short-term relationship renting enables attract the singles but the freedom and autonomy the renting signals entice the singles.
Li Huang and Anastasiya Pocheptsova Ghosh (2019) ,"Renting: a Singles' Market?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 646-647.
Li Huang, Hofstra University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
NA - Advances in Consumer Research Volume 47 | 2019
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Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA
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Praveen Kumar Kopalle, Dartmouth College, USA
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