Modification and Investment Intention in the Consumer-Possession Relationship: A Love Story

UNCP Author/Contributor (non-UNCP co-authors, if there are any, appear on document)

Dr. James Doyle, Assistant Professor (Creator)

Institution

The University of North Carolina at Pembroke (UNCP )

Web Site: http://www.uncp.edu/academics/library

Abstract: The present-day automobile is at once a source of physical transportation, of course,but also an extension of self, a potential platform for self-expression and imageenhancement, a source of social approval as well as psychological and physiologicalstimulation, and, perhaps, an object of beauty. This study examines motivationsand antecedents of various vehicle-directed consumer behaviors, includingmodification and the intention of consumers to invest in their relationship withtheir vehicle. In this study, vehicle modification refers to the voluntary actionstaken by a user or owner of a vehicle to differentiate the functional or aestheticcharacteristics or performance of a vehicle from other vehicles of the same make,model, year, option package, usage level, and mechanical and cosmetic condition.Investment intention, predicted in this research to derive from the perceived statusof the consumer-possession relationship (i.e., how the consumer perceives thereliability and aesthetic appeal of the vehicle and the extent to which the vehiclereceives the approval of important others), refers to the willingness of consumers totreat their vehicle as a special possession and invest in the longevity of thepossession and consumption relationship.

Modification and Investment Intention in the Consumer-Possession Relationship: A Love Story
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Additional Information

Publication

Atlantic Marketing Association 40th Anniversary Conference

Language: English

Date: 2015

Keywords

Automobile Modification, Relationship Investment Intention, Reliability, Aesthetic Appeal, Social Approval

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