“Who” You Rent From Matters: the Differential Effects in Perceived Ownership When Renting
With the rise of the access economy in the last decade, consumers now rent products both from companies and from other people. In this research, we show that “who” the consumer rents from (company vs. a person) influences their perceptions of the rented product and post-rental behavioral intentions.
Nirajana Mishra and Sarah Whitley (2020) ,"“Who” You Rent From Matters: the Differential Effects in Perceived Ownership When Renting", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 541-543.
Nirajana Mishra, Boston University, USA
Sarah Whitley, University of Georgia, USA
NA - Advances in Consumer Research Volume 48 | 2020
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