Why buy new when one can share? Exploring collaborative consumption motivations for consumer goods

The notion of collaborative consumption or sharing economy—where consumers share access to ownership of properties such as cars, clothes and accommodations—has gained tremendous popularity in recent years. Development of communication technologies and peer‐to‐peer communities has enabled consumers to coordinate sharing activities through various online platforms. Collaborative consumption involves sharing of both intangible (e.g., music, space and car rides) and tangible assets (e.g., household items, clothes and furniture). Activities such as renting, swapping, trading and purchasing/selling used consumer goods are included in the latter. Despite increasing academic attention on collaborative consumption, little research has been pursued in the context of consumer goods. The nature of consumption for tangible goods can be entirely different from that of intangible goods because people can exercise greater control over tangible goods, which results in greater psychological ownership than that for intangible goods. To address this gap, the objective of this study is to develop a scale that examines consumer motivations for collaborative consumption of consumer goods. Following Churchill's paradigm of scale development, the procedures of scale item generation, purification and validation were conducted via in‐depth interviews, literature review and surveys. The study identified five underlying dimensions of collaborative consumption of consumer goods: concern‐for‐sustainability, social, variety‐seeking, fun and cost‐saving. Study findings and implications are discussed, and future research avenues are suggested.     

Want to make me happy? Tell me about your experiences but not your objects

Evidence indicates that experiences bring greater benefits to consumers than objects. Extending this research beyond the actual purchaser, this work examines individuals who experience the purchase only indirectly via a conversation—listeners. It explores how conversations about experiential versus material purchases affect listeners socially and emotionally. Results show that hearing about others' experiences (vs. objects) advances listeners' happiness more. This finding shows that the scope of experiential purchases' advantage is wider than previously known. Further, this work identifies a sequential mechanism: Conversations about experiences (vs. objects) are more substantive, allowing listeners to build stronger social connections with tellers and, in turn, gain more happiness from the interaction. Critically, this mechanism explains the effect above and beyond a previously-advanced mechanism via perceived motivation. Additionally, this work identifies a boundary of the model: purchase valence. Theoretical and practical implications for managers, consumers, and policymakers are discussed.     

Who needs a reason to indulge? Happiness following reason-based indulgent consumption

While consumers and marketers perpetuate the lay theory that indulging with a reason is more pleasurable and makes everyone happier, this research identifies a condition under which indulging without a reason “feels right” and produces a more positive emotional reaction. The authors show that indulging with or without a reason and consumers' trait self-control interact to influence happiness felt following an indulgent purchase. While high self-control consumers are happier when they have a reason to buy indulgent products (e.g., when they can justify the indulgence), low self-control consumers are happier when they do not have a reason to indulge. That is, indulging with a reason is less pleasurable for consumers with low self-control. This effect on happiness has an impact on downstream judgments about the product and yields important implications for consumer welfare as well as marketing managers. Across four studies we show the effect on consumption happiness, examine consequences of the effect, and report evidence for the underlying process.     

Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers; that is, to engage in electronic word-of-mouth (eWOM) communication. Drawing on findings from research on virtual communities and traditional word-of-mouth literature, a typology for motives of consumer online articulation is developed. Using an online sample of some 2,000 consumers, information on the structure and relevance of the motives of consumers’ online articulations is generated. The resulting analysis suggests that consumers’ desire for social interaction, desire for economic incentives, their concern for other consumers, and the potential to enhance their own self-worth are the primary factors leading to eWOM behavior. Further, eWOM providers can be grouped based on what motivates their behavior, suggesting that firms may need to develop different strategies for encouraging eWOM behavior among their users.     

A tale of two marketplaces: Consumption restriction, social comparison, and life satisfaction

Analysis with reports from more than 56,000 consumers across 38 countries reveals that social comparison (upward/downward) moderates the relationship between consumption restriction and life satisfaction. Specifically, insufficient access to goods and services combined with the likelihood of making upward social comparisons lowers life satisfaction??this negative consequence also is exacerbated by poverty. Most studies focus on wealthier consumers given importance of material abundance to affluent lifestyles; this investigation suggests that materialism also influences lives of impoverished consumers. Challenging our conventional wisdom, these results reveal that social comparisons are significantly more powerful determinants of life satisfaction for people in much poorer, developing societies than for people in more affluent societies. Specifically, compared to their affluent counterparts, impoverished consumers experience greater decreases in life satisfaction when their access to goods and services is lower than others within their societies.     

Consuming counterfeit: A study of consumer moralism in China

The consumption of counterfeits is a central theme in understanding consumer moralism. While some studies on marketing have highlighted the consumption motives and socio‐economic factors behind this seemingly unethical phenomenon, research on the subjective experiences of consumers and the cultural concerns about the consumption of counterfeits is lacking. The aim of this article is to gain a better understanding of how consumers construct and negotiate their moralistic identities through engaging in counterfeit consumption. We also examine how consumers utilize counterfeit goods as symbolic resources to echo, or even reproduce, the entrenched Chinese social relationships and marketplace ideological conditions. Our findings suggested that the research participants attempted to make sense of their counterfeit consumption behaviour by infusing the moralistic meanings drawn from the Chinese socio‐cultural value orientation. The study concludes that the moral identity work and counterfeit consumption practices are interwoven in a web of multiple discourses and resources available in the contemporary marketplace under the overarching consumer moralism framework.     

Time,Uncertainty and the Expectancy Experience: An Interpretive Exploration of Consumption and Impending Motherhood

This article examines time and experience of time linked to the consumption behaviour of expectant mothers. Using Dapkus's three categories of time (Limits and Choices, Change and Continuity and Tempo) to frame respondent discussions, the study follows and interpretive route to examine the temporal experiences that affect expectant mothers. The range of feelings and complexity of the lives of the women uncovered from the study provides rich material for marketers wishing to engage with this large and influential group of consumers. The article also suggests future research to investigate the strategies women use to manage time and demands given that many more women are opting for a range of work/home combinations in order to deal with the complexity of their consumer lives.     

The Role of Ad‐Evoked Consumption Visions in Predicting Brand Attitudes: A Relevancy Principle Model

This study examined ad‐evoked consumption visions to argue that when people are concerned about consumption experiences, they consider consumption visions relevant in formulating brand attitudes. To the degree that consumers perceive consumption visions as relevant, they should significantly influence brand attitudes. This research proposed a relevancy principle model to show that three possible factors likely enhance the relevancy of consumption visions and thus increase their influences on brand attitudes: product characteristics (i.e., hedonic nature), ad characteristics (i.e., consumption ad copy), and consumer characteristics (i.e., processing styles).     

Flying with a net,and without: Preventative devices and self-control

Excessive consumption of many vice goods (e.g., alcohol) has both possible immediate (e.g., a drunk-driving crash) and delayed (e.g., liver disease) negative consequences. This research models the consumption choices of a consumer population with heterogeneous impatience and varying degrees of sophistication in conjunction with both immediate and delayed consequences of excessive vice good consumption. We show that even when a preventative device (e.g., a designated driver) that could eliminate the immediate dangers is available for (almost) free, some consumers forgo it in order to try to use the immediate danger as a soft tool to regulate excessive consumption (e.g., “If I know I don't have a designated driver, then I won't drink too much.”). Surprisingly, this “flying without a net” is a successful strategy for some consumers, and we quantify when it is likely to be successful versus harmful. This counterintuitive result has many consequences; e.g., public policies that make the provision of preventative devices compulsory could increase consumer welfare under certain conditions but overall are not Pareto-improving. Likewise, advertising campaigns that exaggerate the likelihood of immediate dangers may be welfare decreasing despite their good intentions. In exploring the effect of our model on pricing of preventative device, we find that pricing is not monotonic in the probability of danger. We also show that consumer pessimism about self-regulation can induce consumers to experience a “boomerang effect” of overconsumption in the presence of a preventative device. Overall our research shows that the relationship between prevention and risk is not as simple as might be assumed in standard analyses and that marketers and public policymakers often need to consider the short-term and the long-term risks as well how prone the consumers are to temptation and how sophisticated they are in judging their temptation.     

Payment formats and hedonic consumption

Payment formats have many important influences on consumer behavior. However, few studies have examined how the payment format affects hedonic consumption. This study explores how the transparency of the payment format (e.g., bonus points vs. cash) influences consumers’ willingness to pay, budget assignments, and consumption choices through differences in their perceived pain of purchasing (exchanging) hedonic and utilitarian options. Specifically, consumers who pay with highly transparent payment formats (e.g., cash), compared with consumers who pay with less transparent payment formats (e.g., store points, bonus points, and gift certificates), are willing to pay less, assign a lower budget, and are less likely to choose hedonic products. The perceived pain of purchasing (exchanging) a hedonic product plays an important mediating role on the influence of the payment format on hedonic consumption. However, the perceived pain of purchasing (exchanging) a utilitarian option plays a parallel mediating role only when people have paid for the less transparent payment format (e.g., buying store points) rather than when they accumulate the points through previous consumption events. The research findings provide insights that can benefit both theory and practice.     

Cultural consumption,interactive sociality,and the museum

Abstract

Within marketing and consumer behaviour research, museums have been generally conceptualised as public consumption spaces where visitors benefit from a variety of affective, recreational, and cognitive experiences. As such, the social context has been largely subordinated to enhancing visitors’ cultural consumption experience in the physical environment of the museum. Our study takes a reverse path by highlighting how the cultural consumption experience in the museum nourishes ‘interactive sociality’ both inside and outside the museum. The analysis of our qualitative data (interpretive individual and group interviews and non-participatory observations) on Kelvingrove Museum and Art Gallery in Glasgow, UK, imply that by leveraging interactive sociality, managers can enhance the museum’s value proposition and societal worth in contemporary society.

The paper critiques museum studies’ over-reliance on (social) psychology theories and demonstrates the value of adopting alternative (sociocultural) approaches to the advancement of theory in the field. It provides evidence for the fact that cultural consumers’ interaction with(in) the organisation is not confined to the physical boundaries of a given context. People extend their varying experiences and sensibilities to other domains beyond the museum walls.     

Age differences in children's happiness from material goods and experiences: The role of memory and theory of mind

Adults view past experiences as making them happier than material goods, yet products and brands are highly coveted by children, even at young ages. Using a child developmental framework, we reconcile these two perspectives. Across four studies with children and adolescents of ages 3–17 years, we show that children (ages 3–12) derive more happiness from goods than from experiences, but the effect changes over time. As children age, the happiness they derive from experiences increases, to the point that older adolescents derive more happiness from experiences than from material goods, consistent with adult findings. We show that these effects are mediated by increases in two cognitive skills: memory and theory of mind, which we posit are necessary for a sufficient comprehension of experiences and their implications, which in turn facilitates their enjoyment.     

Values,socially conscious behaviour and consumption emotions as predictors of Canadians’ intent to buy fair trade products

Over the last two decades, a growing concern about ethical behaviour has been observed among consumers. Ethically minded consumers are more inclined towards the consumption of ethical goods, such as green products and fair trade (hereafter, ‘FT’) products, organic products and local products. Establishing the motives that predict FT consumption behaviour provides ground for understanding how consumers make purchase decisions. This research postulates that the intention of buying FT products is influenced by socially conscious behaviour, consumers’ values and emotions. The study, conducted among 268 Canadian consumers, shows that the high intention of buying FT products is linked to high levels of pride, enthusiasm, satisfaction, happiness and joy related to FT product consumption. The FT consumption experience provides consumers with hedonic gratification. It shows that the higher the levels of self‐centred, equality and social justice values are, the higher the intention of buying FT products. An increase in socially conscious behaviour generates an increase in intention of purchasing FT products. The research contributes to a preliminary analysis of the role of emotions in this field and calls for the development of cognitive‐affective models of purchase and consumption behaviour. Understanding the dimensions of hedonic values and the significance of pleasure experience is essential to the development of the theory and practices of FT consumption.     

A discourse analysis of pilgrimage reviews

ABSTRACT

This article is the first to provide an account of the discursive features of online consumer reviews of pilgrimage sites. Drawing from pilgrimage studies and narrativity theory in consumer research, the authors explore how consumers communicate the spiritual and material aspects of pilgrimage experiences by examining a corpus of 833 consumer reviews on TripAdvisor of the most sacred pilgrimage sites of the world’s major five faith groups. Pilgrims include analytical discursive features to communicate the material aspect of their consumption experience. They reserve narration for spiritual transformation and the experience of strong emotions. Moreover, review ratings are only reflective of the spiritual aspect of their consumption experience. As such, this research complements previous studies by highlighting the material, physical aspect of this extraordinary consumption experience.     

Forgive me,Father, for I did not give full justification for my sins: How religious consumers justify the acquisition of material wealth

Abstract

This research shows how high religiosity consumers justify the purchase of highly materialistic goods. By drawing on the Justification-Suppression Model (JSM), it is shown that high religiosity consumers favour advertisements that suppress the materialistic aspects of goods and offer adequate justification for the purchase. However, these same consumers dislike advertisements that explicitly focus on the materialistic nature of goods. The results from the research offer insight into how high religiosity consumers are able to acquire material wealth despite a strong aversion to such practices within their doctrine. Implications from this research include a greater understanding of how to advertise to high religiosity consumers, but also how the JSM can be used as a means of minimising cognitive dissonance during purchase decisions.     

Why does not everybody purchase fair trade products? The question of the fairness of fair trade products' consumption for consumers1

Current statistics show that more than three out of four people in France have heard about fair trade. However, fair trade goods are purchased in significantly higher proportions by executive class people, individuals with a postgraduate education, urban dwellers and high‐income earners. Why does not everybody purchase fair trade products? An important question follows: is fair trade not really fair for consumers? This paper seeks to gain deeper insight into what social features give rise to the consumption of fair trade goods using quantitative and qualitative data to verify the reasons for which fair trade goods are consumed by particular groups in society. It shows that the lack of access to information and financial resources can explain consumers' refusal to purchase fair trade products. But this explanation is incomplete, as the meaning given by consumers to their consumption appears to be a key‐factor to understand their behaviour: refusing to buy fair trade goods can be a deliberate choice.     

The effect of religiosity on luxury goods: The case of Chilean youths

Religion has always rejected the concept of materialism and urged people to live in simplicity and moderation. Nonetheless, reality reveals a different phenomenon. Studies on religion and materialism have found inconsistent results. We examine the effect of religion on materialism and affective attitudes towards luxury goods and the mediating effect of materialism on affective attitude towards luxury goods. We propose the idea that many religious people reject the concept of materialism, but they consider luxury goods consumption compatible with their religious beliefs. 355 university students show that youth consumers with high intrinsic religiosity possess an affective attitude towards luxury goods. The results show that consumers perceived materialism and luxury goods as two separate constructs. Religious consumers reject the concept of materialism as an attachment to worldly possessions, but they maintain their emotional affection towards luxury goods. The results have several implications for both business and religious leaders. First, from a business perspective, there are no significant differences between religious and nonreligious youth consumers, especially in their acceptance of luxury goods. Simply put, religious youth consumers love God, but they also love Gucci (i.e., luxury goods). On the other hand, if religious leaders are teaching their congregations to reject materialism, they may need to shift the focus of their teaching from materialism to the role of luxury goods in their lives and how the purchase and ownership of luxury items may not reflect the true values of their beliefs.     

Who is afraid of disposition of financial assets? The moderating role of regulatory focus in the disposition effect

The disposition effect refers to the tendency of financial consumers to sell winning assets (e.g., stocks) too early and to hold losing assets for too long. This effect implies that investors behave asymmetrically under the conditions of paper gains and losses. Although prior research on the disposition effect drew primarily on prospect theory as the explanatory mechanism, we focus on regulatory focus, an alternative mechanism. Regulatory focus theory suggests that people pay distinctive attention to profits and losses depending on self-regulation orientations (i.e., promotion focus vs. prevention focus). We argue that regulatory focus has different influences on financial consumers’ investment behavior in the gain and loss domains. In three experimental studies, we demonstrate that regulatory focus moderates the disposition effect. The results of the current studies imply that the disposition effect is primarily driven by prevention- (vs. promotion-) focused individuals who behave asymmetrically in the gain and loss domains.     

Finding the Right Shade of Green: The Effect of Advertising Appeal Type on Environmentally Friendly Consumption

There are two forms of advertising appeals for environmentally friendly products and policies: those that provide consumer benefit (e.g., cost savings) and those that provide societal benefit (e.g., lower emissions). This research examines the role of decision-making and consumption contexts on the efficacy of each appeal. The results of three studies indicate that in contexts where consumers experience heightened public accountability they are more responsive to other-benefit appeals, and in more private settings they favor self-benefit appeals. We replicate this finding across multiple samples, product categories, and consumption and decision-making contexts. Our findings reconcile previously conflicting research on the efficacy of either appeal type and provide guidance for marketers seeking to promote environmentally friendly consumption.     

Paying before consuming: Examining the robustness of consumers’ preference for prepayment

Prior research on consumers’ preference for timing of payment suggests that consumers prefer to prepay for certain kinds of purchases (e.g., vacations) and postpay for others (e.g., washer dryers). This research extends this finding by first comparing preference for timing of payment for products that vary by type (hedonic vs. utilitarian) and durability (nondurable vs. durable) to reveal that it is only hedonic-nondurable products that elicit a preference for prepayment (study 1). The two studies that follow examine the robustness of the prepayment preference by (1) varying the favorability of the transaction (study 2), and, (2) by eliminating the choice of payment timing from the transaction (study 3). Results reveal that the preference for prepayment for hedonic-nondurable goods is robust when transaction characteristics are favorable but shifts when transaction characteristics are unfavorable. Furthermore, when the choice of payment timing is not offered, consumers become indifferent towards when they prefer to pay for hedonic-nondurable products. The implications of these findings for marketers and retailers are discussed.