Psychological Ownership and Consumer Behavior by Joann Peck & Suzanne B. Shu

Author:Joann Peck & Suzanne B. Shu
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

There are as many paths to developing and relinquishing possession as there are ways to interact with objects, so these eight paths are only intended to act as archetypes to inform decision making. Importantly, ownership is a mental state here, not a legal construct. Thus, ownership may begin at the first point of interaction, not at the point of sale. This understanding has many useful implications. For instance, if a product is sold as it climbs the path, it will likely be valued higher and offered at a higher price. If the product is seen as contaminated, it may be necessary to first cleanse the object in some way before selling it.

The area under each path might be thought of as the effort required by users to develop feelings of ownership towards objects. More effort is needed for Path A than for Path B and more still for Path D since it requires an ability to first scrub it of a previous user before taking ownership. Design can attempt to exploit the understanding emerging from these paths and the effort required. A notable example of this is seen with Path D. If engaging in an access-based model , for instance, many users report experiencing some kind of contaminated interaction. The entire interaction is short enough that they disengage with a negative experience. Design should seek to mitigate such contamination and consider the length of use that makes the most sense to gain meaning from the interaction.

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