An exploration into renting as consumption behavior | Zendy

Durgee Jeffrey F. | Zendy; Colarelli O'Connor Gina | Zendy

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An exploration into renting as consumption behavior

Author(s) -

Durgee Jeffrey F.,

Colarelli O'Connor Gina

Publication year - 1995

Publication title -

psychology and marketing

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.035

H-Index - 116

eISSN - 1520-6793

pISSN - 0742-6046

DOI - 10.1002/mar.4220120202

Subject(s) - renting , gratification , cognitive dissonance , consumption (sociology) , psychology , materialism , delay of gratification , social psychology , sociology , engineering , social science , philosophy , civil engineering , epistemology

This article describes an initial, exploratory look at a quickly growing new type of consumption behavior, renting. Insights about renting are generated from a small, qualitative study of rental behavior and motives. As an initial cut at conceptualizing and understanding rental consumption, a wide range of topics are considered, including instant gratification, postpurchase dissonance, self‐exploration, cultivation of rental items, and some implications of renting regarding materialism. © 1995 John Wiley & Sons, Inc.

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