Using Psychological Ownership to Enhance Stewardship Behavior for Public Goods

The tragedy of the commons is a well-known problem we face: How can consumers be encouraged to take better care of public goods? In their recent research, Joann Peck (University of Wisconsin-Madison), Colleen P. Kirk (New York Institute of Technology), Andrea W. Luangrath (University of Iowa), and Suzanne B. Shu (Cornell University) use marketing knowledge to address issues of sustainability for public resources. The authors propose that psychological ownership over a public good, i.e. people feel as if the property is one’s own, increases the propensity for stewardship behaviors. Their research shows that individual-level behavioral intervention of increasing psychological ownership is able to affect nonowners’ behavior toward resources. These findings offer new insights into how social welfare can be improved and can benefit marketers of public good.

You can read more about this research here.

Psychological ownership and prosocial behavior

Research on the consequences of psychological ownership has mostly focused on its effects on the relationship with a specific target of ownership. But could it be that psychological ownership also has carry-over effects on domains unrelated to the specific target of ownership? A new research by Ata Jami (Northwestern University), Maryam Kouchaki (Northwestern University), and Francesca Gino (Harvard University) examines this question. Specifically, the authors propose that psychological ownership increases prosocial behavior behavior because it boosts people’s self-esteem and therefore makes them more willing to help out. They also identify materialism and mine-me sensitivity as moderators of this effect. This research suggests that psychological ownership besides having profound implications on our relationships with possessions can also affect behavior in unrelated domains, such as altruistic behavior.

You can read more about this research here.

Smell and psychological ownership

A recent research reveals a novel antecedent of psychological ownership: smell. Ruta Ruzeviciute (University of Amsterdam), Bernadette Kamleitner (WU Vienna University of Economics and Business) and Dipayan Biswas (University of South Florida) examined the effect of scented advertising on product appeal. They found that scented as opposed to non-scented advertising increases product appeal. Interestingly, the authors found that the mechanism accounting for this effect is a sense of proximity induced by scent, which in turn increases psychological ownership. In other words, when people smell a scented (vs. non-scented) ad, they like the advertised product more because they experience it as being closer to them and more ‘theirs’. These findings add to the literature on proximity as an antecedent of psychological ownership implying that it is not only through direct contact and touch that people can experience psychological ownership, as prior research has shown; smell can also induce psychological ownership through its ability to represent the essence of an object that is not physically present.

You can read more about this research here.

Does object valence moderate the self-ownership effect?

The self-ownership effect is well-documented in the literature: Objects that are owned by the self are categorized faster than objects owned by others. This effect has been repeatedly shown indicating that the self is a very powerful category that influences memory and information processing. However, not much is known about boundary conditions of this effect and more specifically if valence of the objects plays a role. Prior research has mostly used abstract geometric shapes. But what about objects that differ in their desirability? Does the self-ownership effect hold for all self-owned objects or only for those with positive valence? This is the question that Marius Golubickis (University of Aberdeen, UK; University of Toronto, Canada), Nerissa S. P. Ho (University of York, UK), Johanna K. Falbén (University of Aberdeen), Carlotta L. Schwertel (University of Aberdeen), Alessia Maiuri (University of Aberdeen), Dagmara Dublas (University of Aberdeen), William A. Cunningham (University of Toronto, Canada), and C. Neil Macrae (University of Aberdeen) addressed in their research. Their results show that object desirability does play a role and that the effect of ownership is moderated by pre-existing object properties. That is, the effect holds only when desirable (vs. undesirable) objects are owned by the self and is reversed for objects owned by others. These findings offer new insights into the self-ownership effect and the moderating role of valence.

You can read more about this research here.

“Inclusion by Division” – A short film exploring the interplay between boundaries and ownership

In these hard times, films have become loyal companions in many people’s lives, which have been radically altered by social distancing. Our blog is taking this opportunity to present today a short film that explores the interplay between boundaries and ownership. The film is inspired by scenes from everyday life that all of us have repeatedly experienced: For example, arriving at a doctor’s office and having to wait for some time. How do you decide where to sit? Or how do you decide whether to sit or stand in the first place?

Situations like this and the ensuing questions about the usage of shared space inspired the research behind the film “Inclusion by Division: When Boundaries Turn No Man’s Land into Some Man’s Land” by Renato Regis, Bernadette Kamleitner, Monika Koller (WU Vienna) and Carina Thürridl (University of Amsterdam). By means of interviews and a small scale experiment, the researchers shed light on how people use and create visual boundaries in space to demark their territory in social occasions. The film was presented at the film festival of ACR (Association for Consumer Research) 2019 conference in Atlanta.

This work proposes that visual boundaries facilitate the (temporary) appropriation and ownership of restricted spaces, helping people within them to protect their (temporarily owned) space and people outside to identify and reduce empty spaces. Seemingly, the simple addition of small boundaries in the environment can allow for inclusion and curb space-consuming by reducing territorial behaviors.

You can watch the 10-minute film here: https://www.youtube.com/watch?v=ex7TzfcGSTI

Stay home and enjoy!

Psychological ownership @ SCP 2020

At the upcoming Society for Consumer Psychology (SCP) conference in Huntington Beach, CA, there will be a session dedicated to the topic of psychological ownership. The session is called “Experiencing ‘MINENESS’: Extensions of Psychological Ownership in New Consumer Contexts” and is chaired by Ipek Demirdag, University of California Los Angeles. According to the conference website, it includes the following talks: “Creating Ownership Where Ownership Does not Exist: Psychological Ownership Increases Enjoyment in Sharing Economy” (Demirdag and Shu); “Virtual Touch Facilitates Psychological Ownership of Products in Virtual Reality” (Luangrath, Peck, Hedgcock, and Xu); “‘It Can (Cannot) Be Mine’: How a Person in a Photo Impacts the Viewer’s Perception of a New Experiential Product” (Lu, Peck, and Barfield); and “Psychology of Heritage: The Endowment Effect for Extraordinary Goods” (Christensen and Shu). The session will take place on Saturday 7 March from 9:10 to 10:30 am at Salon F of Hyatt Regency Hotel in Huntington Beach, CA. If you are attending the conference, don’t forget to mark your calendars. We are excited to hear more about current developments in psychological ownership research!

So happy that it’s mine!

Can experiencing positive affect during consumption make consumers feel that a brand is ‘theirs’? A recently published paper by Carina Thürridl (University of Amsterdam), Bernadette Kamleitner (WU Vienna), Ruta Ruzeviciute (University of Amsterdam), Sophie Süssenbach (WU Vienna), and Stephan Dickert (Queen Mary University London) answers that yes, it can! Among the authors of this paper, the readers of this blog can recognize many researchers who have been associated for long with the current blog as contributors. This team of researchers examined the role that positive affect may play in the development of psychological ownership. Across various studies with various product categories and real as well as fictitious brands, they found that experiencing positive affect during consumption induces stronger feelings of psychological ownership for a brand. They also found that this effect is stronger when a brand has an affective positioning in the first place. You can learn more about this research by having a look at the cartoon-style summary below. And if this triggers your curiosity further, you can read the complete article here. Don’t forget: for a maximum sense of psychological ownership, make sure you read it when being in a good mood! PO emotions

Pet owners want to be masters, not servants – which is why we value dogs more than cats

Colleen P. Kirk, New York Institute of Technology

Cat videos may rule the internet, but dogs possess mastery of their owners’ hearts – at least if spending is any guide.

A survey of pet owners found that they spent an average of US$2,883 in 2016 on 22 “common expenses” for their dogs, compared with $1,926 for cats, based on an analysis of the data collected for the 2017-2018 National Pet Owners Survey. The extra money went primarily toward vet visits and kennel boarding, but dog owners also spent more on treats, grooming and toys.

My new paper, “Dogs Have Masters, Cats Have Staff,” shines some light on why.

A growing market

Americans are spending more on pet care as an increasing share of U.S. households own an animal.

A little over two-thirds of all U.S. households own at least one pet, up from 56% in 1988, the first year of the National Pet Owners Survey.

And almost half of households own a dog, while just 38 percent have a cat. Generational trends suggest this divergence is likely to grow, as millennials are more likely to adopt a canine, while baby boomers tend to be cat lovers.

This is resulting in a growing market for pet-related products and services, which hit an estimated $72 billion in 2018, up from $46 billion a decade earlier.

A willingness to pay

My study builds on earlier research showing that dog owners are willing to spend more on their pets than cat owners – including to save their lives.

One reason suggested was that dog owners had stronger bonds to their pets, which prompted them to spend more on things like veterinary care.

My research uncovered a key factor indicating why dog owners feel more attached to their pets: Dogs are famously more compliant than cats. When owners feel in control of their pets, strong feelings of psychological ownership and emotional attachment develop. And pet owners want to be masters – not servants.

Like other marketing researchers, my work uses “willingness to pay” as an indicator of the economic, rather than emotional, value owners place on their pets. It shows – and compares – how much pet owners would pay to save their animal’s life.

Dog owners are willing to pay twice as much as cat owners for a life-saving surgery.
AP Photo/Angie Wang

Who’s in control?

So I carried out three online experiments to explore the role of psychological ownership in these valuations.

In the first experiment, I asked dog or cat owners to write about their pet’s behavior so I could measure their feelings of control and psychological ownership. Participants then imagined their pet became ill and indicated the most they would be willing to pay for a life-saving surgery.

Dog owners, on average, said they would pay $10,689 to save the life of their pet, whereas cat owners offered less than half that. At the same time, dog owners tended to perceive more control and psychological ownership over their pets, suggesting this might be the reason for the difference in spending.

Of course, correlation is not causation. So in a second experiment, I asked participants how much they would be willing to pay to save their animal’s life after I had disturbed their sense of ownership. I did this by asking participants to imagine their pet’s behavior was a result of training it received from a previous owner.

As expected, disrupting their feelings of ownership eliminated the difference in valuation between dogs and cats.

Since pet owners like to control their animals, and since cats are less controllable than dogs, the third experiment went straight to the point: Does the owner value the dog or cat for its own sake or for its compliant behavior?

To find out, I again asked survey respondents to describe how much they’d be willing to pay to save their pet’s life, but this time I randomly assigned one of four scenarios: Participants were told they either own a dog, a cat, a dog that behaves like a cat, or a cat that behaves like a dog.

Participants reported they would pay $4,270 to save the life of their dog, but only $2,462 for their cat. However, this pattern was reversed when the pet’s behavior changed, with dog-behaving cats valued at $3,636, but cat-behaving dogs only $2,372.

These results clearly show that the animal’s behavior is what makes people willing to pay.

When cats act more like dogs, people say they’d spend more money on them.
pixfix/shutterstock.com

Master or servant

These findings establish that psychological ownership is a driving factor in dog owners’ higher valuations.

People feel ownership because they perceive that they can control their pets’ behavior. This research even distinguishes the type of control that probably most stimulates ownership feelings: It’s not just physical control, such as being able to pick up an animal or drag it by a leash. Rather, it’s the animal’s voluntary compliance with its owner’s wishes.

No matter how cute and cuddly your kitties may be, they can’t compete with dogs when it comes to giving pet owners the sense of mastery they seek.

This article has been updated to correct how much pet owners say they spend on their cats and explain the data more completely.The Conversation

Colleen P. Kirk, Assistant Professor of Marketing, New York Institute of Technology

This article is republished from The Conversation under a Creative Commons license. Read the original article.

“I found this bar on my own!” Here is what happens next…

Have you ever found a bar or a café on your own, without any prior information or recommendations from others? If yes, have you ever wondered what consequences the sense that this venue is ‘your’ discovery might have on your subsequent relationship with the venue? A new research by two contributors of this blog, Michail Kokkoris and Bernadette Kamleitner (WU Vienna University of Economics and Business), together with Erik Hoelzl (University of Cologne), examines this question and provides novel insights into service marketing. A series of studies including various methodologies (field study, representative survey, online and lab experiments) and various service domains (cafés, bars, restaurants) provides evidence that the way a venue is first found has an impact on customers’ attitudes and behaviors towards this venue. Specifically, when customers have the sense that they discovered a venue on their own (rather than assisted by some information or others’ recommendations), they report stronger bonds with the venue in terms of self-connection, emotional attachment, and psychological ownership. In turn, stronger customer bonds translate into higher customer loyalty. For example, a survey with a presentative sample of Viennese coffee-goers showed that customers who have discovered a venue on their own spend more money in the specific venue compared to other venues, plan to come back more often and are willing to pay more even in the case of price increases. However, this seems to hold only for discoveries with a positive outcome, that is, when the overall experience with the venue is outstanding in the first place. In short, the sense of own discovery may have some previously unacknowledged benefits for businesses – an idea that is perhaps ‘heretical’ in the era of social media, where most businesses strive for attention and visibility. Letting customers discover venues on their own and have this ‘eureka’ experience can have beneficial managerial implications. Next time you accidentally stumble on a bar that no one has talked to you about, be prepared: A long-lasting, intimate relationship between you and the bar might be just beginning!

You can read more about this research here.

“Mine” helps remind – also in toddlers

People tend to recall new pieces of information that are classified as “mine” better than information that is classified as “others’”. This effect has been called self-referencing. Why is that happening? Knowledge of oneself is vast and rich in detail. Therefore, anything that is directly associated with the self is encoded in greater detail and better linked to existing categories of knowledge. This increased elaboration and organization of information that is associated with the self subsequently results in higher recall. This well-established effect has been repeatedly demonstrated in adults, but research in kids is sparse. Moreover, it remains unclear at what age the self-referencing effect first appears. This is the research gap that Emma L. Axelsson (Australian National University, Australia; Uppsala University, Sweden), Rachelle L. Dawson, Sharon Y. Yim and Tashfia Quddus (Australian National University, Australia) tried to fill with their recent research. In their study, they used the self-reference ownership paradigm with 3-year-old children and examined their retention of novel words. Specifically, children were presented with novel word-object pairings. For some of the objects they were told that they belonged to them, whereas for others they were told that they belonged to others. Immediately after this task, it was found that children recalled much better the self-referenced words than the other-referenced words. However, the difference between self-referenced and other-referenced words dissipated when children were tested 4 hours later or the next morning. The importance of these findings is that they show for the first time that toddlers already at the age of 3 have an improved memory of words classified as “mine”, although this seems to diminish over time. Apparently, the self-referencing effect is rooted in early developmental stages of humans. Take advantage of this finding and next time you want a toddler to memorize a word, make sure you pair it with “their” toy!

You can read more about this research here.