Failing to develop a sense of ownership: A study in the consumer co-operative context

Antti Paavali Talonen,Lasse Koskinen,Iiro Jussila,Pasi Tuominen,Len Tiu Wright

doi:10.1080/23311975.2018.1540916

Abstract

Emerging interest in psychological ownership in the domain of marketing calls for better understanding of situations wherein the customers are also the owners of the company. Accordingly, psycholog...

Highlights

One of the recent areas of interest to emerge in the domain of marketing research involves development of the concept of psychological ownership (e.g., Gineikienė, Schlegelmilch, & Auruškevičienė, 2017; Kamleitner & Feuchtl, 2015; Karahanna, Xu, & Zhang, 2015; Peck & Shu, 2018; Sembada, 2018; Sinclair & Tinson, 2017)
Psychological ownership has been proposed to capture the intimate link between customer-owners and the cooperative
The data allowed identifying various challenges that customer-owners face in travelling the routes to psychological ownership

Summary

Introduction

One of the recent areas of interest to emerge in the domain of marketing research involves development of the concept of psychological ownership (e.g., Gineikienė, Schlegelmilch, & Auruškevičienė, 2017; Kamleitner & Feuchtl, 2015; Karahanna, Xu, & Zhang, 2015; Peck & Shu, 2018; Sembada, 2018; Sinclair & Tinson, 2017). The literature notes that consumers can cultivate a sense of ownership of an offering or of a company whose products they consume (e.g., Fuchs, Prandelli, & Schreier, 2010). This has been characterised “I feel that this product/company is mine” (e.g., Asatryan & Oh, 2008). Antti Paavali Talonen Article’s theme and context relates to Mr Talonen’s wider research interest He will defend his doctoral dissertation on customer ownership and mutual insurance companies in the end of October 2018 at the University of Tampere. Professor Jussila and Dr Tuominen have an extensive experience in the field of consumer cooperative research, while professor Koskinen has been publishing articles that concentrate on customer-view in the context of financial institutions

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Conclusion