"Our study represents the first look at how consumers think, feel, and act when they are accessing rather than purchasing products, and we discovered that the nature of access-based consumption is inherently different from ownership," write authors Fleura Bardhi (Northeastern University) and Giana M. Eckhardt (Suffolk University).
The authors interviewed users of the Zipcar car sharing service and found that consumers do not feel any psychological sense of ownership. Although Zipcar is attempting to build a brand community, consumers currently do not want this type of engagement. Their lack of trust and their perception of the brand as enforcer lead them to engage with the brand solely as a service provider.
"Zipcar uses a strict style of governance to maintain compliance with the rules of car sharing to make sure cars aren't brought back late, the gas tank is filled, etc. Consumers like and even want more of this surveillance, as they feel it is the only way the system can work effectively, since they don't trust each other to obey the rules without Zipcar's heavy handed enforcement," write the authors.
"Our study challenges the romanticized view of access understood as a form of collaborative consumption and altruistically motivated. Instead, we show it to be the reverse, with everyone looking out for their own best interest and not connecting to the objects they are accessing, other consumers, or the company," the authors conclude.
Fleura Bardhi and Giana M. Eckhardt. "Access-Based Consumption: The Case of Car Sharing." Journal of Consumer Research: December 2012.
Mary-Ann Twist | EurekAlert!
New study shows nanoscale pendulum coupling
05.07.2019 | University of Barcelona
New unprinting method can help recycle paper and curb environmental costs
26.06.2019 | Rutgers University
Adjusting the thermal conductivity of materials is one of the challenges nanoscience is currently facing. Together with colleagues from the Netherlands and Spain, researchers from the University of Basel have shown that the atomic vibrations that determine heat generation in nanowires can be controlled through the arrangement of atoms alone. The scientists will publish the results shortly in the journal Nano Letters.
In the electronics and computer industry, components are becoming ever smaller and more powerful. However, there are problems with the heat generation. It is...
Scientists have visualised the electronic structure in a microelectronic device for the first time, opening up opportunities for finely-tuned high performance electronic devices.
Physicists from the University of Warwick and the University of Washington have developed a technique to measure the energy and momentum of electrons in...
Scientists at the University Würzburg and University Hospital of Würzburg found that megakaryocytes act as “bouncers” and thus modulate bone marrow niche properties and cell migration dynamics. The study was published in July in the Journal “Haematologica”.
Hematopoiesis is the process of forming blood cells, which occurs predominantly in the bone marrow. The bone marrow produces all types of blood cells: red...
For some phenomena in quantum many-body physics several competing theories exist. But which of them describes a quantum phenomenon best? A team of researchers from the Technical University of Munich (TUM) and Harvard University in the United States has now successfully deployed artificial neural networks for image analysis of quantum systems.
Is that a dog or a cat? Such a classification is a prime example of machine learning: artificial neural networks can be trained to analyze images by looking...
An international research group led by scientists from the University of Bayreuth has produced a previously unknown material: Rhenium nitride pernitride. Thanks to combining properties that were previously considered incompatible, it looks set to become highly attractive for technological applications. Indeed, it is a super-hard metallic conductor that can withstand extremely high pressures like a diamond. A process now developed in Bayreuth opens up the possibility of producing rhenium nitride pernitride and other technologically interesting materials in sufficiently large quantity for their properties characterisation. The new findings are presented in "Nature Communications".
The possibility of finding a compound that was metallically conductive, super-hard, and ultra-incompressible was long considered unlikely in science. It was...
24.06.2019 | Event News
29.04.2019 | Event News
17.04.2019 | Event News
19.07.2019 | Physics and Astronomy
19.07.2019 | Earth Sciences
19.07.2019 | Physics and Astronomy