Latest / Marketing Psychology with Fexingo: Behavioral Triggers, Persuasion, and Consumer Behavior
The Mere Ownership Effect Why Your Favorite Brand Feels Like Yours
In this episode of Marketing Psychology, Lucas and Luna explore the mere ownership effect and how it makes consumers irrationally attached to brands they already own or have chosen. They unpack a 1992 study by Beggan where participants valued a simple coffee mug more once they owned it, and connect it to modern examples like Spotify's personalized playlists and Apple's ecosystem lock-in. The hosts discuss why the effect is stronger for self-expressive products and how marketers can foster early ownership feelings through customization, trials, and micro-commitments. They also touch…
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