I’m Proud of It: Consumer Technology Appropriation and Psychological Ownership

Abstract

In this conceptual paper, using the lens of self-design, we examine the relationship between consumer technology appropriation and psychological ownership, suggesting that pride plays a key and multifaceted role. Resolving discrepancies in the literature, we propose that authentic pride operates as an antecedent of psychological ownership, whereas hubristic pride strengthens the effect of psychological ownership on outcomes such as economic valuation and word-of-mouth. We further enrich the conceptualization by considering the moderating effects of the technology consumption context (public vs. private) as well as consumers’ perceptions of situation strength (strong vs. weak behavioral constraints).

Additional information

Notes on contributors

Colleen P. Kirk

Colleen P. Kirk* (DPS, Pace University), Assistant Professor of Marketing, Mount Saint Mary College, Newburgh, NY, [email protected].

Scott D. Swain

Scott D. Swain* (Ph.D., University of South Carolina), Assistant Professor of Marketing, Clemson University, Clemson, SC, [email protected].

James E. Gaskin

James E. Gaskin (Ph.D., Case Western Reserve University), Assistant Professor of Information Systems, Brigham Young University, Provo, UT, [email protected].