I'm Proud of It: Consumer Technology Appropriation and Psychological Ownership

Journal of Marketing Theory and Practice, Forthcoming

46 Pages Posted: 24 Jan 2015

See all articles by Colleen Patricia Kirk

Colleen Patricia Kirk

Scott D. Swain

Clemson University

James Gaskin

Brigham Young University - Marriott School; Case Western Reserve University - Department of Information Systems

Date Written: November 12, 2014

Abstract

In this conceptual paper, using the lens of self-design we examine the relationship between consumer technology appropriation and psychological ownership, suggesting that pride plays a key and multi-faceted role. Resolving discrepancies in the literature, we propose that authentic pride operates as an antecedent of psychological ownership, while hubristic pride strengthens the effect of psychological ownership on outcomes such as economic valuation and word-of-mouth. We further enrich the conceptualization by considering the moderating effects of the technology consumption context (public versus private) as well as consumers’ perceptions of situation strength (strong versus weak behavioral constraints).

Keywords: Psychological Ownership, Digital Technology, Technology Appropriation, Pride, Perceived Ownership

Suggested Citation

Kirk, Colleen Patricia and Swain, Scott D. and Gaskin, James, I'm Proud of It: Consumer Technology Appropriation and Psychological Ownership (November 12, 2014). Journal of Marketing Theory and Practice, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2554058

Scott D. Swain

Clemson University ( email )

Clemson, SC 29631
United States

James Gaskin

Brigham Young University - Marriott School ( email )

United States

Case Western Reserve University - Department of Information Systems ( email )

United States

No contact information is available for Colleen Patricia Kirk

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