Pride of ownership is explored in a series of depth interviews utilizing a new "surfacing" methodology. Results support some past findings, but also uncover some new and unexpected aspects. Consistent with past research, pride of ownership is linked to a brand’s or product’s ability to help consumers construct a positive identity. Specifically, we find that pride of ownership is related to constructing five major aspects of identity: cultivating personal taste, achieving non-dependence and adulthood, achieving social status, building close relationships, and connecting to groups. These five implicit identity goals are ordered based on the extent to which each aspect of identity is part of the independent-self (i.e. personal taste) or the interdependent-self (i.e. social roles and connecting to groups). We introduce the terms independent pride and interdependent pride to refer to pride that helps construct the independent and interdependent aspects of the self, respectively. In addition, this research uncovers several ways that consumer’s pride of ownership changes over time. Conclusions are drawn for further theory-building and for managers.
This document also contains supplementary material in the form of two appendices.
Ahuvia, Aaron, Nitika Garg, Rajeev Batra, Brent McFerran, and Pablo Brice de Diesbach (2018), “Pride of Ownership: An Identity-Based Model,” Journal of the Association for Consumer Research 3(2): 216-228. https://doi.org/10.1086/697076
Journal of the Association for Consumer Research
Pride of Ownership: An Identity-Based Model
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