There's a reason why Black Friday shoppers are so scary, and its called 'psychological ownership.' A professor of marketing explains how it works. (via ConversationUS)
Colleen P. Kirk is an assistant professor of marketing at the New York Institute of Technology. Kirk writes that marketers have a term for when you feel like a thing or service is yours before even paying for it: psychological ownership. Three factors lead to psychological ownership: If you've touched the thing, or have imagined doing so; if you've customized it, or put effort into designing it; or if you have intimate knowledge of it.
Colleen P. Kirk is an assistant professor of marketing at the New York Institute of Technology. Kirk writes that marketers have a term for when you feel like a thing or service is yours before even paying for it: psychological ownership. Three factors lead to psychological ownership: If you've touched the thing, or have imagined doing so; if you've customized it, or put effort into designing it; or if you have intimate knowledge of it.
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