Skip to main content

01.11.2023

Renting as a coping strategy: the effect of unethical product attributes on the choice between renting and buying

verfasst von: In-Hye Kang, Taehoon Park

Erschienen in: Marketing Letters

Einloggen

Aktivieren Sie unsere intelligente Suche um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

Consumers are often faced with a choice to rent or buy. Beyond the economic attributes such as price, limited research has examined how specific product attributes influence consumers’ choices. We show that unethical product attributes influence consumers’ choice between renting and buying. Across six studies, we demonstrate that consumers are more likely to choose renting over buying when an unethical product attribute is present (vs. absent) because consumers anticipate feeling less guilt about renting (vs. buying) a product with unethical attributes. Consistent with the anticipated guilt mechanism, this effect is greater for consumers with higher guilt-proneness and with stronger self-brand connection. Taken together, we show that consumers use renting as a coping strategy to reduce negative emotions associated with using unethical products.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Anhänge
Nur mit Berechtigung zugänglich
Fußnoten
1
As demographic items, we measured gender and age in Studies 1, 3, and 5, and gender, age, income, and education level in Studies 2, 4, and 6. For the focal DV (choice in Studies 1–5 and moral self-image difference in Study 6) and anticipated guilt, when we controlled for all measured demographic variables as covariates, the main results remained similar in all studies. When we controlled for gender as a potential moderator and other demographic variables as covariates, the main results also remained similar. Moreover, the interaction effects between the factors included in a study and gender were not significant in the studies, except for Study 6. In Study 6, there were marginally significant or significant effects for the three-way interaction between unethical attribute, acquisition mode, and gender (p = .096), the two-way interaction between acquisition mode and gender (p = .023), and the two-way interaction between unethical attribute and gender (p < .001). Importantly, our focal two-way interaction between unethical attribute and acquisition mode was still significant (p = .002). Overall, these results show the robustness of the findings.
 
2
To further test the anticipated guilt mechanism and rule out an alternative explanation, we also measured the tendency toward psychological ownership, perceived immorality of sexual harassment, disgust proneness, and mine-me sensitivity in wave 1. Overall, consistent with our theorizing based on psychological ownership and morality, we found that psychological ownership and perceived immorality significantly moderated the effect of unethical attribute on the renting-buying choice. See Web Appendix A for detailed results.
 
Literatur
Zurück zum Zitat Atasoy, O., & Morewedge, C. K. (2018). Digital goods are valued less than physical goods. Journal of Consumer Research, 44(6), 1343–1357.CrossRef Atasoy, O., & Morewedge, C. K. (2018). Digital goods are valued less than physical goods. Journal of Consumer Research, 44(6), 1343–1357.CrossRef
Zurück zum Zitat Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881–898.CrossRef Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881–898.CrossRef
Zurück zum Zitat Bhattacharjee, A., Berman, J. Z., & Reed, A. (2013). Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish. Journal of Consumer Research, 39(6), 1167–1184.CrossRef Bhattacharjee, A., Berman, J. Z., & Reed, A. (2013). Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish. Journal of Consumer Research, 39(6), 1167–1184.CrossRef
Zurück zum Zitat Cohen, T. R., Wolf, S. T., Panter, A. T., & Insko, C. A. (2011). Introducing the GASP scale: A new measure of guilt and shame proneness. Journal of Personality and Social Psychology, 100(5), 947–966.CrossRef Cohen, T. R., Wolf, S. T., Panter, A. T., & Insko, C. A. (2011). Introducing the GASP scale: A new measure of guilt and shame proneness. Journal of Personality and Social Psychology, 100(5), 947–966.CrossRef
Zurück zum Zitat Cotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of Business Research, 58(3), 361–368.CrossRef Cotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of Business Research, 58(3), 361–368.CrossRef
Zurück zum Zitat Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215–226.CrossRef Dawar, N., & Pillutla, M. M. (2000). Impact of product-harm crises on brand equity: The moderating role of consumer expectations. Journal of Marketing Research, 37(2), 215–226.CrossRef
Zurück zum Zitat Durgee, J. F., Colarelli, O., & Connor, G. (1995). An exploration into renting as consumption behavior. Psychology & Marketing, 12(2), 89–104.CrossRef Durgee, J. F., Colarelli, O., & Connor, G. (1995). An exploration into renting as consumption behavior. Psychology & Marketing, 12(2), 89–104.CrossRef
Zurück zum Zitat Ehrich, K. R., & Irwin, J. R. (2005). Willful ignorance in the request for product attribute information. Journal of Marketing Research, 42(3), 266–277.CrossRef Ehrich, K. R., & Irwin, J. R. (2005). Willful ignorance in the request for product attribute information. Journal of Marketing Research, 42(3), 266–277.CrossRef
Zurück zum Zitat Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168–180.CrossRef Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168–180.CrossRef
Zurück zum Zitat Escalas, J. E., & Bettman, J. R. (2009). Connecting with celebrities: Celebrity endorsement, brand meaning, and self-brand connections. Journal of Marketing Research, 13(3), 339–348. Escalas, J. E., & Bettman, J. R. (2009). Connecting with celebrities: Celebrity endorsement, brand meaning, and self-brand connections. Journal of Marketing Research, 13(3), 339–348.
Zurück zum Zitat Gino, F., Ayal, S., & Ariely, D. (2013). Self-serving altruism? The lure of unethical actions that benefit others. Journal of Economic Behavior & Organization, 93, 285–292.CrossRef Gino, F., Ayal, S., & Ariely, D. (2013). Self-serving altruism? The lure of unethical actions that benefit others. Journal of Economic Behavior & Organization, 93, 285–292.CrossRef
Zurück zum Zitat Harding, R., Hildebrand, D., Kramer, T., & Lasaleta, J. D. (2019). The impact of acquisition mode on expected speed of product mastery and subsequent consumer behavior. Journal of Consumer Research, 46(1), 140–158.CrossRef Harding, R., Hildebrand, D., Kramer, T., & Lasaleta, J. D. (2019). The impact of acquisition mode on expected speed of product mastery and subsequent consumer behavior. Journal of Consumer Research, 46(1), 140–158.CrossRef
Zurück zum Zitat Hayes, A. F. (2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation. Communication Monographs, 85(1), 4–40.CrossRef Hayes, A. F. (2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation. Communication Monographs, 85(1), 4–40.CrossRef
Zurück zum Zitat Janoff-Bulman, R., Sheikh, S., & Hepp, S. (2009). Proscriptive versus prescriptive morality: Two faces of moral regulation. Journal of Personality and Social Psychology, 96(3), 521–537.CrossRef Janoff-Bulman, R., Sheikh, S., & Hepp, S. (2009). Proscriptive versus prescriptive morality: Two faces of moral regulation. Journal of Personality and Social Psychology, 96(3), 521–537.CrossRef
Zurück zum Zitat Kang, I., & Park, T. (2022). Cultural differences in consumer responses to celebrities acting immorally: A comparison of the United States and South Korea. Journal of Business Ethics, 180, 373–389.CrossRef Kang, I., & Park, T. (2022). Cultural differences in consumer responses to celebrities acting immorally: A comparison of the United States and South Korea. Journal of Business Ethics, 180, 373–389.CrossRef
Zurück zum Zitat Kennedy, A., Baxter, S. M., & Kulczynski, A. (2021). Promoting authenticity through celebrity brands. European Journal of Marketing, 55(7), 2072–2099.CrossRef Kennedy, A., Baxter, S. M., & Kulczynski, A. (2021). Promoting authenticity through celebrity brands. European Journal of Marketing, 55(7), 2072–2099.CrossRef
Zurück zum Zitat Knox, G., & Eliashberg, J. (2009). The consumer’s rent vs. buy decision in the rentailer. International Journal of Research in Marketing, 26(2), 125–135.CrossRef Knox, G., & Eliashberg, J. (2009). The consumer’s rent vs. buy decision in the rentailer. International Journal of Research in Marketing, 26(2), 125–135.CrossRef
Zurück zum Zitat Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109–125.CrossRef Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109–125.CrossRef
Zurück zum Zitat Moeller, S., & Wittkowski, K. (2010). The burdens of ownership: Reasons for preferring renting. Managing Service Quality: An International Journal, 20(2), 176–191.CrossRef Moeller, S., & Wittkowski, K. (2010). The burdens of ownership: Reasons for preferring renting. Managing Service Quality: An International Journal, 20(2), 176–191.CrossRef
Zurück zum Zitat Morewedge, C. K., Monga, A., Palmatier, R. W., Shu, S. B., & Small, D. A. (2021). Evolution of consumption: A psychological ownership framework. Journal of Marketing, 85(1), 196–218.CrossRef Morewedge, C. K., Monga, A., Palmatier, R. W., Shu, S. B., & Small, D. A. (2021). Evolution of consumption: A psychological ownership framework. Journal of Marketing, 85(1), 196–218.CrossRef
Zurück zum Zitat Newman, K. P., & Brucks, M. (2018). The influence of corporate social responsibility efforts on the moral behavior of high self-brand overlap consumers. Journal of Consumer Psychology, 28(2), 253–271.CrossRef Newman, K. P., & Brucks, M. (2018). The influence of corporate social responsibility efforts on the moral behavior of high self-brand overlap consumers. Journal of Consumer Psychology, 28(2), 253–271.CrossRef
Zurück zum Zitat Nie, X., Yang, Z., Zhang, Y., & Janakiraman, N. (2022). How does global–local identity affect consumer preference for access-based consumption? Investigating the mediating role of consumption openness. Journal of Marketing Research, 59(3), 555–577.CrossRef Nie, X., Yang, Z., Zhang, Y., & Janakiraman, N. (2022). How does global–local identity affect consumer preference for access-based consumption? Investigating the mediating role of consumption openness. Journal of Marketing Research, 59(3), 555–577.CrossRef
Zurück zum Zitat Paharia, N., Vohs, K. D., & Deshpandé, R. (2013). Sweatshop labor is wrong unless the shoes are cute: Cognition can both help and hurt moral motivated reasoning. Organizational Behavior and Human Decision Processes, 121(1), 81–88.CrossRef Paharia, N., Vohs, K. D., & Deshpandé, R. (2013). Sweatshop labor is wrong unless the shoes are cute: Cognition can both help and hurt moral motivated reasoning. Organizational Behavior and Human Decision Processes, 121(1), 81–88.CrossRef
Zurück zum Zitat Peloza, J., White, K., & Shang, J. (2013). Good and guilt-free: The role of self-accountability in influencing preferences for products with ethical attributes. Journal of Marketing, 77(1), 104–119.CrossRef Peloza, J., White, K., & Shang, J. (2013). Good and guilt-free: The role of self-accountability in influencing preferences for products with ethical attributes. Journal of Marketing, 77(1), 104–119.CrossRef
Zurück zum Zitat Reczek, R. W., Irwin, J. R., Zane, D. M., & Ehrich, K. R. (2018). That’s not how I remember it: Willfully ignorant memory for ethical product attribute information. Journal of Consumer Research, 45(1), 185–207.CrossRef Reczek, R. W., Irwin, J. R., Zane, D. M., & Ehrich, K. R. (2018). That’s not how I remember it: Willfully ignorant memory for ethical product attribute information. Journal of Consumer Research, 45(1), 185–207.CrossRef
Zurück zum Zitat Redick, T. S., & Lindsey, D. R. (2013). Complex span and n-back measures of working memory: A meta-analysis. Psychonomic Bulletin & Review, 20, 1102–1113.CrossRef Redick, T. S., & Lindsey, D. R. (2013). Complex span and n-back measures of working memory: A meta-analysis. Psychonomic Bulletin & Review, 20, 1102–1113.CrossRef
Zurück zum Zitat Reynolds, S. J., & Ceranic, T. L. (2007). The effects of moral judgment and moral identity on moral behavior: An empirical examination of the moral individual. Journal of Applied Psychology, 92(6), 1610–1624.CrossRef Reynolds, S. J., & Ceranic, T. L. (2007). The effects of moral judgment and moral identity on moral behavior: An empirical examination of the moral individual. Journal of Applied Psychology, 92(6), 1610–1624.CrossRef
Zurück zum Zitat Trudel, R., Argo, J. J., & Meng, M. D. (2016). The recycled self: Consumers’ disposal decisions of identity-linked products. Journal of Consumer Research, 43(2), 246–264.CrossRef Trudel, R., Argo, J. J., & Meng, M. D. (2016). The recycled self: Consumers’ disposal decisions of identity-linked products. Journal of Consumer Research, 43(2), 246–264.CrossRef
Zurück zum Zitat Weiss, L. (2017). Possession substitutability: Identity and usage of rented (Versus Owned) products. ACR North American Advances. Weiss, L. (2017). Possession substitutability: Identity and usage of rented (Versus Owned) products. ACR North American Advances.
Metadaten
Titel
Renting as a coping strategy: the effect of unethical product attributes on the choice between renting and buying
verfasst von
In-Hye Kang
Taehoon Park
Publikationsdatum
01.11.2023
Verlag
Springer US
Erschienen in
Marketing Letters
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-023-09708-0