Psychological ownership: a social marketing advertising message appeal? Not for women

The authors assessed psychological ownership as a potential persuasive advertising message appeal in social marketing efforts.

Psychological ownership: a social marketing advertising message appeal? Not for women

Judith Anne Garretson Folse

Louisiana State University

Julie Guidry Moulard

Louisiana Tech University

Randle D. Raggio

University of Richmond

Introduction

Consumers can feel like they own something even when they don’t hold legal title to it. This concept is called psychological ownership, and both the organisation and consumer behaviour literatures demonstrate it can produce positive attitudes and prosocial behavioural intentions. In organisational behaviour, psychological ownership has received extensive attention, with research consistently finding it positively influences organisational satisfaction, commitment and citizenship behaviours (VandeWalle et al.1995; Van Dyne...

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