When Does Sharing Stigmatize? Saving Money (vs. Seeking Variety) Through Access-Based Consumption.

ABSTRACT: Access-based services allow financially-constrained individuals to consume a variety of goods and services without the cost of sole ownership. But might there be dangers in communicating about access-based consumption in terms of its affordability, particularly among this segment of consumers? To answer this question, we investigate the effects of framing access-based consumption in terms of two primary benefits: affordability and variety. Results from four studies suggest that although affordability might rationally be of most interest to financially-constrained individuals, framing access-based consumption's benefits in terms of affordability undermines the happiness they may extract from their consumption relative to framing in terms of variety. This difference emerges because communica

SUBMITTER: Guo YJ 

PROVIDER: S-EPMC8637323 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature