Quotation Thürridl, Carina, Kamleitner, Bernadette, Ruzeviciute, Ruta, Süssenbach, Sophie, Dickert, Stephan. 2020. From happy consumption to possessive bonds: When positive affect increases psychological ownership for brands. Journal of Business Research. 107 89-103.




This paper investigates how positive affect experienced during consumption can increase consumers’ psychological ownership for consumed brands. Across five studies, the authors show that consumers who experience positive affect while they consume a brand develop stronger feelings of ownership for this brand. The effect holds for both actual and imagined consumption of real and fictitious brands from various product categories. In line with an account of affect attribution, we find that the effect is contingent on product consumption rather than mere exposure, and that it occurs in particular for brands with an affective positioning. Moreover, results corroborate the role of psychological ownership as a facilitator of consumer responses that signal commitment to brands. The findings entail novel implications for research on affect, psychological ownership and branding.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Business Research
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, INF-A, STRAT-B, VW-C, WH-B
Language English
Title From happy consumption to possessive bonds: When positive affect increases psychological ownership for brands
Volume 107
Year 2020
Page from 89
Page to 103
Reviewed? Y
DOI https://doi.org/10.1016/j.jbusres.2019.10.019
Open Access N


Thürridl, Carina (Former researcher)
Kamleitner, Bernadette (Details)
Ruzeviciute, Ruta (Former researcher)
Süssenbach, Sophie (Former researcher)
Dickert, Stephan (Former researcher)
Institute for Marketing and Consumer Research IN (Details)
Competence Center for Experimental Research WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5320 Marketing (Details)
5321 Market research (Details)
5338 Science of advertising (Details)
5511 Social psychology (Details)
5532 Applied psychology (Details)
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