Psychological ownership as a crisis management advertising appeal – antecedents, outcomes, and moderators

Abstract

In a crisis communication context, this work examines the impact of Psychological Ownership (PO) appeals on Ad message recipients’ development of feelings of PO. It demonstrates that increased levels of PO influence the managerially relevant outcomes attitude toward the company and purchase intentions. In doing so, it finds new application for the construct. In order to better understand the factors that may contribute to or mitigate PO, this research also investigates environmental consciousness as an additional antecedent and gender, persuasion knowledge, and geographic distance as moderators of individuals’ response to such appeals. Managerial and theoretical implications are discussed.

Keywords:

• Psychological ownership
• crisis management
• environmental consciousness
• persuasion knowledge
• psychological ownership appeals
• purchase intentions