EXPRESS: The Influence of Shared Consumption on Product Efficacy Perceptions: The Detrimental Effect of Sharing with Strangers

Autor:	Lama Lteif, Lauren Block, Thomas Kramer, Mahima Hada
Rok vydání:	2023
Předmět:	Marketing Economics and Econometrics Business and International Management
Zdroj:	Journal of Marketing Research. :002224372311811
ISSN:	1547-7193 0022-2437
Popis:	Opportunities for the shared consumption of publicly available products that once might have been considered personal-use only, such as hand sanitizers and shampoos, are proliferating in the consumer environment. This work explores shared product consumption in these under-researched, but now ubiquitous, contexts. We suggest and find, over a series of five studies and across a variety of product domains, that sharing a product with strangers (i.e., sharing-out) engenders a lower sense of identification with the product, which leads to lower perceived product efficacy. We further show that the dampening effect of sharing-out on efficacy perceptions is limited to consumers high in self-brand connection.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::861d7cdb0473d70eab4fb04738facbe8 https://doi.org/10.1177/00222437231181137 Zobrazit plný text záznamu