Dogs have masters, cats have staff: Consumers' psychological ownership and their economic valuation of pets
Journal of Business Research(2019)
摘要
Results of three experiments reveal that consumers place a higher economic valuation on dogs versus cats, as evidenced by willingness to pay more for life-saving surgery, medical expenses, and specialty pet products, as well as increased word-of-mouth about the pet. This effect is explained by consumers' enhanced psychological ownership of and resulting emotional attachment to the pet. The effect is reversed when a dog acts like a cat and a cat acts like a dog and is due to the perceived ability to control the animal's behavior rather than other attributes intrinsic to the pet. This research offers a first look at psychological ownership of a living creature and its effect on economic valuation.
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关键词
Psychological ownership,Pets,Dogs,Cats,Economic valuation,Attachment
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