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Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership

Viglia, G, Tassiello, V, Gordon‐Wilson, S and Grazzini, L (2019) Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership. Psychology & Marketing. ISSN 0742-6046

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Abstract

This study examines the likelihood of cheating when consumers are offered with the option of using postponed payment plans after purchasing hedonic goods. It addresses how the nature of the good combined with payment timing affects its perceived psychological ownership, which in turn influences consumers’ cheating behavior. Three experimental studies indicate that when consumers mentally represent a hedonic (vs. utilitarian) good, they are more likely to cheat. This effect is greater with a postponed payment than with an immediate one. Findings also show that perceived psychological ownership is lower for hedonic goods and this explains different levels of cheating behavior. The paper offers managerial guidance on how to increase perceived psychological ownership for hedonic goods, with the goal of reducing cheating behavior.

Item Type: Article
Additional Information: This is the peer reviewed version of the following article: Viglia, G, Tassiello, V, Gordon‐Wilson, S, Grazzini, L. Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership. Psychol. Mark. 2019; 1– 7. https://doi.org/10.1002/mar.21254, which has been published in final form at http://dx.doi.org/10.1002/mar.21254. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
Uncontrolled Keywords: 15 Commerce, Management, Tourism and Services, 17 Psychology and Cognitive Sciences
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce > HF5001 Business
Divisions: Liverpool Business School (closed 31 Aug 19)
Publisher: Wiley
Date Deposited: 04 Sep 2019 08:19
Last Modified: 04 Sep 2019 08:19
DOI or Identification number: 10.1002/mar.21254
URI: http://researchonline.ljmu.ac.uk/id/eprint/11268

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