PSYCHOLOGICALLY ACCESSING OWNERSHIP: HOW DOES PSYCHOLOGICAL OWNERSHIP AFFECT PEER-TO-PEER ACCESS-BASED CONSUMPTION?

Informações

Código: MKT1747
Divisão: MKT - Marketing
Tema de Interesse: Tema 01 - Comportamento do Consumidor

Autores

Otávio Ferreira Borges Teixeira (Prog de Pós-Grad em Admin – PPGA/UnB - Universidade de Brasília) otavio.fbt@gmail.com
Claudio Vaz Torres (Prog de Pós-Grad em Admin – PPGA/UnB - Universidade de Brasília) claudio.v.torres@gmail.com

Resumo

The feeling that differentiates what is mine from what is yours is known as the psychological ownership. Clearly in the last thirty years, most of management studies about the theme have been applied to the organizational field. By contrast, in the domain of marketing, the topic has begun to receive some attention in the last ten years. Despite the great contributions of these and other studies applying the psychological ownership concept to the marketing field, they have been considering exclusively consumption modes based on the transference of ownership. The investigation of the psychological ownership in transactions that may be mediated by the market, but where no transference of ownership occurs - the access-based consumption - seems to be a promising venue for further studies. This conceptual paper takes the first step in this sense. It suggests that consumers’ utility perception toward an accessed target mediates the effect of psychological ownership on propensity to pseudo-share this target, thus, on consumers’ participation in peer-to-peer access-based practices. In this relation, this project also fits the moderating aspect of consumers’ basic individual values proposed by Schwartz (1992, 2012). Managerial implications and suggestions for future researches are discussed.

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