Access mode of consumption and psychological ownership: exploring the role of self-product connection

Purpose

Drawing upon extended-self theory, this research aims to understand how different access modes of consumption and product type influence consumers' perceptions of self-product connection and sense of individual and collective ownership.

Design/methodology/approach

Two experiments assessed the impact of access modes (temporary vs permanent) and product types (tangible vs intangible) on individual and collective psychological ownership (IPO and CPO) as well as the mediating role of self-product connection in these relationships.

Findings

Temporary access reduces IPO compared to permanent access. Moreover, self-product connection mediates the relationship between access modes and both IPO and CPO. Product type significantly moderates the degree of psychological ownership, with intangible products having a notable influence on the impacts of access modes on IPO and CPO.

Practical implications

Understanding the nuances of access-based consumption and its effects on psychological ownership can inform marketers and businesses in designing more effective strategies for product offerings and access modes. Highlighting self-product connection can aid in cultivating stronger consumer relationships and loyalty in access-based consumption contexts.

Originality/value

This study contributes to the existing literature on consumer access-based consumption by shedding light on the changing dynamics of material possessions and the psychological mechanisms underlying ownership perceptions in access-based models.