The New Age of Ownership: Why We Feel Attached to What We Don’t Own
In today’s world, where renting, streaming, and sharing are becoming the norm, traditional ideas of ownership are being redefined. From Netflix subscriptions to co-working spaces, consumers interact with products in ways that go beyond physical possession. Grounded in extended-self theory, our study explores how different access models (temporary vs. permanent) and product types (digital vs. physical) shape psychological ownership. We demonstrate that even with temporary access, individuals can develop both personal and collective feelings of ownership, influencing their connection to products and their consumption experiences.
What This Means for Businesses and Consumers
Companies in the subscription economy, whether streaming platforms, rental services, or shared economy businesses, can build stronger customer relationships by fostering a deeper self-product connection. Even when consumers don’t technically “own” a product, they can still feel a sense of belonging, which encourages long-term loyalty.
For digital content providers, such as gaming platforms, music services, and e-book subscriptions, the research highlights the unique power of intangible products. Unlike physical goods, digital experiences require creative engagement strategies to make users feel a personal connection to what they consume.
Shaping the Future of Access-Based Consumption
• Use personalisation, storytelling, and exclusive perks to make products feel meaningful, even without ownership.
• Offer customisation, special access features, or symbolic value to strengthen consumer attachment to rented or digital products.
• Ensure consumers understand whether access is temporary or permanent, building trust and improving long-term engagement.
A Step Toward Sustainable Consumption
As more companies shift to access-based models, this research supports a move toward Sustainable Development Goal (SDG) 12: Responsible Consumption and Production. Encouraging emotional connection without physical ownership can help reduce overproduction and waste, leading to a more sustainable, experience-driven economy.
Dr Suzanne Tan Ser Zian
Ƶ Business School
Email: @email