Summary: Access based consumption: The case of car sharing.

Access based consumption: The case of car sharing. Bardhi and Eckhardt (2012)   Recently, instead of buying and owning things, consumers want access to goods and prefer to pay to temporarily access them. Chen (2009) & Marx (2011): Ownership is no longer the ultimate expression of consumer desire. Access based consumption: Access cam be gained through memberships to clubs etc. where multiple products owned by the company can be shared. It is no longer an inferior mode of consumption. Types of access differ:
  • Temporality
  • Anonymity
  • Market mediation (profit/non-profit)
  • Consumer involvement
  • Type of accessed object: experiential; functional;material;digital
  • Political consumerism
The paper looking into car sharing with the firm ZIP Car. They looked into how consumers felt about the company and the processes and emotions behind consumption. The outcomes are as follows: Consumers didn’t experience perceived ownership and avoided identification with the accessed object. The predominant object-self relationship was that of use value. Car sharing is guided by norms of negative reciprocity and lends itself to big-brother-type governance. There is a deterrence of brand community.

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    Janice Denegri Knott

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    How about a study that looks at a non-commercial form of access based consumption, for instance lending? Or can we think of other forms of access like renting dresses, renting houses, renting handbags? Any more?

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PROMOTIONAL CULTURES & COMMUNICATION CENTRE
PROMOTIONAL CULTURES & COMMUNICATION CENTRE
Faculty of Media & Communication, Bournemouth University