Caring for the Commons: Using Psychological Ownership to Enhance Stewardship Behavior for Public Goods

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Insight: Stewarding our public goods is one of the most important issues of our day. This employ demonstrates that increasing a consumer’s mental owned of public goods causes both effortful( e.g ., picking up trash) and fiscal( e.g ., acquiring gifts) stewardship actions. The generators present inexpensive, hitherto actionable, involvements that provide solutions to encourage individual help behavior.

Caring for the Commons: Employing Psychological Ownership to Enhance Stewardship Behavior for Public Goods from American Marketing Association | Periodical

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Related Marketing Courses: Classroom Code( s ): Consumer Behavior; Marketing Communications; Marketing Research; Marketing Strategy; Principles of Marketing, Core Marketing, Intro to Marketing Management

Full Citation: Complete citation: Peck, Joann, Colleen P. Kirk, Andrea W. Luangrath and Suzanne B. Shu( 2020 ), “Caring for the Commons: Exploiting Mental Ownership to Enhance Stewardship Behavior for Public Goods” Journal of Marketing.

Article Abstract: Abstract: How can purchasers be encouraged to take better care of public goods? Across four studies, including 2 experiments in the field and three substantiating actual demeanors, the authors demonstrate that increasing consumers’ individual psychological possession promotes stewardship of public goods. This impression is due to the fact that feelings of owned increase consumers’ comprehended responsibility which then leads to active behavior to care for the good. Evidence from a variety of situations, including a public pond with kayakers, a district ballpark with skiers, and a public march road, has indicated that increasing psychological owned ameliorates both effortful stewardship, such as picking up trash from a lake, and fiscal stewardship, such as donating money. This direct further demonstrates that the relationship between mental ownership and developing stewardship behavior is attenuated when there was still cues, such as an attending mansion, which radiate responsibility among many people. This work offers suggests for purchasers, practitioners, and policy makers with simple interventions that can encourage consumers to be better stewards of public goods.

Special thanks to Demi Oba and Holly Howe, Ph.D. nominees at Duke University, for their approval by collaborating with columnists on submissions to this program.

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