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Exploring Uncharted Waters: Use of Psychological Ownership Theory in Marketing

71 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Jussila et al. (2015) nicely review the core elements of psychological ownership theory, and offer suggestions for future research that focus on exploring differences between physical products and services. The aim of this article is not to focus on this distinction, however, but rather to suggest a number of other ways that psychological ownership theory might be fruitfully applied to the marketing and consumer behavior domains. In particular, we describe four areas of inquiry relating to psychological ownership that we believe deserve further attention from marketers: (a) understanding the nature of psychological ownership in the realm of virtual services and social media applications; (b) identifying the unique marketing consequences (both positive and negative) of ownership; (c) accounting more completely for consumers’ satiation with, and even dispossession of, objects over time (vs. a sole focus on acquisition); and (d) extending the notion of psychological ownership to the group/community level.

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References

2009Users of the world, unite! The challenges and opportunities of Social Media 1988Possessions and the Extended Self 1980Toward a positive theory of consumer choice 1990Experimental Tests of the Endowment Effect and the Coase Theorem 2000Experimental Tests of the Endowment Effect and the Coase Theorem 2001Toward a Theory of Psychological Ownership in Organizations 2003The State of Psychological Ownership: Integrating and Extending a Century of Research 2013Extended Self in a Digital World: Table 1.

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2015Psychological Ownership Motivation and Use of Social Media 2018Speaking up because it’s my brand: Examining employee brand psychological ownership and voice behavior in hospitality organizations 2015I’m Proud of It: Consumer Technology Appropriation and Psychological Ownership 2021Perceived brand authenticity and social exclusion as drivers of psychological brand ownership 2018Consumer Psychological Ownership of Digital Technology

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