Featured Research

from universities, journals, and other organizations

Sharing isn't always caring: Why don't consumers take care of their Zipcars?

Date:
July 16, 2012
Source:
University of Chicago Press Journals
Summary:
Consumers who access products in the short-term instead of owning them show greater indifference toward these products and identify less with the brand and other consumers, according to a new study.

Consumers who access products in the short-term instead of owning them show greater indifference toward these products and identify less with the brand and other consumers, according to a new study in the Journal of Consumer Research.

Related Articles


"Our study represents the first look at how consumers think, feel, and act when they are accessing rather than purchasing products, and we discovered that the nature of access-based consumption is inherently different from ownership," write authors Fleura Bardhi (Northeastern University) and Giana M. Eckhardt (Suffolk University).

The authors interviewed users of the Zipcar car sharing service and found that consumers do not feel any psychological sense of ownership. Although Zipcar is attempting to build a brand community, consumers currently do not want this type of engagement. Their lack of trust and their perception of the brand as enforcer lead them to engage with the brand solely as a service provider.

"Zipcar uses a strict style of governance to maintain compliance with the rules of car sharing to make sure cars aren't brought back late, the gas tank is filled, etc. Consumers like and even want more of this surveillance, as they feel it is the only way the system can work effectively, since they don't trust each other to obey the rules without Zipcar's heavy handed enforcement," write the authors.

"Our study challenges the romanticized view of access understood as a form of collaborative consumption and altruistically motivated. Instead, we show it to be the reverse, with everyone looking out for their own best interest and not connecting to the objects they are accessing, other consumers, or the company," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Fleura Bardhi and Giana M. Eckhardt. Access-Based Consumption: The Case of Car Sharing. Journal of Consumer Research, December 2012

Cite This Page:

University of Chicago Press Journals. "Sharing isn't always caring: Why don't consumers take care of their Zipcars?." ScienceDaily. ScienceDaily, 16 July 2012. <www.sciencedaily.com/releases/2012/07/120716191449.htm>.
University of Chicago Press Journals. (2012, July 16). Sharing isn't always caring: Why don't consumers take care of their Zipcars?. ScienceDaily. Retrieved December 20, 2014 from www.sciencedaily.com/releases/2012/07/120716191449.htm
University of Chicago Press Journals. "Sharing isn't always caring: Why don't consumers take care of their Zipcars?." ScienceDaily. www.sciencedaily.com/releases/2012/07/120716191449.htm (accessed December 20, 2014).

Share This


More From ScienceDaily



More Science & Society News

Saturday, December 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

After Sony Hack, What's Next?

After Sony Hack, What's Next?

Reuters - US Online Video (Dec. 19, 2014) The hacking attack on Sony Pictures has U.S. government officials weighing their response to the cyber-attack. Linda So reports. Video provided by Reuters
Powered by NewsLook.com
Sierra Leone Bikers Spread the Message to Fight Ebola

Sierra Leone Bikers Spread the Message to Fight Ebola

AFP (Dec. 19, 2014) More than 100 motorcyclists hit the road to spread awareness messages about Ebola. Nearly 7,000 people have now died from the virus, almost all of them in west Africa, according to the World Health Organization. Video provided by AFP
Powered by NewsLook.com
Spokesman: 'NORAD Ready to Track Santa'

Spokesman: 'NORAD Ready to Track Santa'

AP (Dec. 19, 2014) Pentagon spokesman Rear Adm. John Kirby said that NORAD is ready to track Santa Claus as he delivers gifts next week. Speaking tongue-in-cheek, he said if Santa drops anything off his sleigh, "we've got destroyers out there to pick them up." (Dec. 19) Video provided by AP
Powered by NewsLook.com
Navy Unveils Robot Fish

Navy Unveils Robot Fish

Reuters - Light News Video Online (Dec. 18, 2014) The U.S. Navy unveils an underwater device that mimics the movement of a fish. Tara Cleary reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins