People don't want bare bookshelves or empty TV consoles. mattjohnsonisme breaks down new research on why we want physical things help make us who we are.
Consider music. Much of the time, what we listen to is just nice mood music. Maybe we like having something on while we do household chores, or we want something that pumps us up while we’re at the gym.. This is the difference between merely liking rap music and considering yourself a hip-hop aficionado.
To investigate this, a team of researchers led by Eugina Leung of Tulane University conducted a series of studies into the consumer psychology of identity-based consumption.The first experiment examined how consumer preferences for physical vs. digital products—books, specifically—shifted depending on how the book’s material related to the consumer’s identity.
The second study sought to better understand the mechanisms by which identity links consumers to the physical versions of their products. Specifically, the researchers hypothesized that physical products, unlike digital ones, provide more opportunities for psychological ownership.To test this, they recruited 501 participants and randomly divided them into either the “strong identification” group or the control group.
The results suggested that psychological ownership plays a strong role: Participants who wrote about a book they identified with were more likely to choose the physical version, and compared to the control group, also expressed greater feelings of psychological ownership as well.
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