When Big Objects Mean a Small Sense of Ownership

B. Kamleitner, Sophie Suessenbach
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Abstract

The size of a product is a key feature of its appearance and it also potentially affects object use. Six studies explore how size alienates even experienced consumers from objects when it affects perceptions of control over those objects. Findings from different product categories, acquisition and consumption stages, and laboratory and field data show that size-induced loss of control impedes the psychological bond between the product and the individual — i.e. psychological ownership — and eventually diminishes the managerially relevant allure of large objects. Notably, visual inspection alone does not give rise to this adverse effect of too-large sizes; it is contingent on physical engagement with an object. Moreover, we show that perceived control over an object is not only a function of the object’s size but also of the physical characteristic of the consumer engaging with it. Our results entail implications for product design, sales, and marketing communication.
当大目标意味着小的所有权意识
产品的尺寸是其外观的一个关键特征,它也可能影响到物品的使用。六项研究探讨了当尺寸影响对这些物品的控制权时,它是如何使有经验的消费者疏远这些物品的。来自不同产品类别、获取和消费阶段以及实验室和现场数据的研究结果表明,尺寸导致的失控阻碍了产品与个人之间的心理联系,即心理所有权,并最终削弱了大型物品在管理上的相关吸引力。值得注意的是,目视检查本身不会产生过大尺寸的这种不利影响;它取决于与物体的物理接触。此外,我们还表明,对物体的感知控制不仅与物体的大小有关,还与消费者接触物体的身体特征有关。我们的研究结果对产品设计、销售和营销沟通都有启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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