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. 2023 Sep 15;9(9):e20236.
doi: 10.1016/j.heliyon.2023.e20236. eCollection 2023 Sep.

Does psychological ownership influence consumer happiness in playful consumption experience? Moderating role of consumer personality and game performance

Muhammad Faisal Shahzad  1 , Xie Ling  2 , Jingbo Yuan  1
Affiliations

Does psychological ownership influence consumer happiness in playful consumption experience? Moderating role of consumer personality and game performance

Muhammad Faisal Shahzad et al. Heliyon. .

Erratum in

Abstract

This study examines the relationships between psychological ownership (PO) in playful consumption and its validating role in consumer happiness (CH). Specifically, we propose a moderating process of personality and game performance, which influences PO and CH. Subsequently, we evaluate consumer happiness associated with playful consumption experience by two studies, one quantitative and the other experimental. In Study 1 we use a randomized sample (n = 872, respondents) from Pakistan employing SEM (Structural Equation Modeling) methods. In Study 2 we use an EEG emotive insight device to capture the factors associated with psychological ownership. In this experiment, we address the neuro marketing prospect of players. It was found that perceived control, competitive resistance, emotions, customer participation, personality and performance are positively associated with PO. Game performance enhances feelings of happiness. This study offers new insights into the processes that drive consumer happiness and provides a vigorous guide for policymakers, applied psychologists, consumers and marketers who shape our futures in the field of happiness and well-being through playful consumption experience.

Keywords: Emotions; Gaming; Neuro Marketing,access-based consumption; Psychological ownership.

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Conflict of interest statement

The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.

Figures

Fig. 1
Fig. 1
Conceptual model.
Fig. 2
Fig. 2
Structure Equation model path Coefficients.
Fig. 3
Fig. 3
A plot of Psychological Ownership (PO) on Consumer Happiness (CH) versus the moderator (Personality) with Playful consumption experience.
Fig. 4
Fig. 4
A plot of Psychological Ownership (PO) on Consumer Happiness (CH) versus the moderator Game Performance (GP) with Playful consumption experience.
Fig. 5
Fig. 5
Psychological ownership during the Pub G match, calculated using Emotive EEG software.
None
Emotive Insight EEG
See this image and copyright information in PMC

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