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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 |
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| 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 |
| Publisher: | Wiley |
| Date Deposited: | 04 Sep 2019 08:19 |
| Last Modified: | 04 Sep 2021 08:56 |
| DOI or ID number: | 10.1002/mar.21254 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/11268 |
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