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!