Factors affecting psychological ownership in playful consumption experience
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 12 September 2023
Issue publication date: 3 November 2023
Abstract
Purpose
This study undertakes a comprehensive exploration of the relationships between psychological ownership (PO) in playful consumption and its substantial impact on consumer happiness (CH). Specifically, this study aims to investigate the moderating effects of personality and game performance on the association between PO and CH.
Design/methodology/approach
Subsequently, this study proceeds to evaluate consumer happiness in the context of playful consumption experiences through two distinct studies, one quantitative and the other experimental. For Study 1, a randomized sample of 453 respondents from Pakistan is utilized, and data is analyzed using SEM (Structural Equation Modeling) techniques. In Study 2, this study employed an EEG emotive insight device, offering valuable insights into the factors associated with psychological ownership. This experimental approach allows exploring the neuro-marketing perspective of players engaging in playful consumption activities.
Findings
The research findings demonstrated multiple positive associations with psychological ownership (PO). Perceived control, competitive resistance, emotions, customer participation, personality and performance all exhibited significant positive correlations with PO. Furthermore, the study highlighted that game performance has the capacity to enhance feelings of happiness among participants.
Practical implications
This study offers innovative insights into the mechanisms that underpin consumer happiness and serves as a reliable guide for policymakers, applied psychologists, consumers and marketers who play a role in shaping the future in the domain of happiness and well-being through playful consumption experiences.
Originality/value
This study offers new insights into the processes that drive consumer happiness and provides a vigorous guide for policymakers, applied psychologists, consumers and marketers who shape the futures in the field of happiness and well-being through playful consumption experience.
Keywords
Citation
Shahzad, M.F. and Salo, J. (2023), "Factors affecting psychological ownership in playful consumption experience", Journal of Contemporary Marketing Science, Vol. 6 No. 3, pp. 189-209. https://doi.org/10.1108/JCMARS-09-2022-0025
Publisher
:Emerald Publishing Limited
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