Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2019 Annual Conference

When Positive Affect Felt During Consumption Increases Psychological Ownership for Brands

Published: May 28, 2019


Carina Thürridl, WU Vienna; Bernadette Kamleitner, WU Vienna; Ruta Ruzeviciute, University of Amsterdam; Sophie Süssenbach, WU Vienna; Stephan Dickert, Queen Mary University of London


psychological ownership; positive affect; attribution


Can positive affect experienced during the consumption of a branded product boost consumers’ psychological ownership for the consumed brand? Provided that consumers attribute their affect to the consumed brand, we propose it can. We thus expect the effect of positive affect on psychological ownership to be contingent on brand consumption and to vary in response to whether or not consumers expect the brand to make them happy. Across four studies, various consumption settings, lab and field data, different product categories and several brands, we find support for these propositions. Positive affect increases feelings of ownership only for brands that people actually consume and this effect is most pronounced for affectively positioned brands. We also show that this matters because psychological ownership has important downstream consequences on intentions and behaviors. These findings contribute novel insights for the literatures on affect, ownership and hold implications for branding.