Con­sumers who access prod­ucts in the short-​​term instead of owning them show greater indif­fer­ence toward these prod­ucts and iden­tify less with the brand and other con­sumers, according to a new study in the Journal of Con­sumer Research.

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)

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