Conference proceeding
"Free Trial" or "Free Gift": Access (vs. Ownership) Offering Prolongs Happiness
Advances in consumer research, Vol.51, pp.523-524
01/01/2023
Abstract
Wu et al examine two components of consumers' overall hedonic experience with: one directly from consumption and the other related to (non-)ownership. With ownership offering, one owns the consumed product. With access offering, one does not own the consumed product. Whereas the enjoyment from consumption per se is largely unaffected by whether consumers own the product, the enjoyment concerning (non-)ownership is different between access and ownership offerings. Specifically, ownership offering allows consumers to experience the enjoyment of acquiring ownership, but because ownership acquisition is a one-time event, this enjoyment associated with acquiring ownership is transient and quickly dissipates during consumption. By contrast, access offering allows consumers to experience the enjoyment of acquiring access. Because consuming a product without owning can be salient, access acquisition and the enjoyment associated with can be recurring during the consumption experience, making it sustainable and remain relatively strong during consumption.
Details
- Title: Subtitle
- "Free Trial" or "Free Gift": Access (vs. Ownership) Offering Prolongs Happiness
- Creators
- Yuechen WuBowen RuanXing-yu Marcos Chu
- Resource Type
- Conference proceeding
- Publication Details
- Advances in consumer research, Vol.51, pp.523-524
- Publisher
- Association for Consumer Research
- ISSN
- 0098-9258
- Language
- English
- Date published
- 01/01/2023
- Academic Unit
- Marketing
- Record Identifier
- 9984773414402771
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