Date of Degree

9-2020

Document Type

Dissertation

Degree Name

Ph.D.

Program

Business

Advisor

Sankar Sen

Committee Members

Ana Valenzuela

Stephen J. Gould

Gita Venkataramani Johar

Subject Categories

Marketing

Keywords

consumer behavior; sharing; childhood memories

Abstract

This research demonstrates that recalling childhood memories increases the likelihood of lending one’s possessions to someone else by making people (particularly those who are less rebellious) feel more connected to their communities. Five studies demonstrate the predicted effect of childhood memories on consumers’ lending intentions and actual lending behavior. The studies also provide evidence that childhood memories increase less-rebellious consumers’ sense of self–community connectedness, which, in turn, facilitates lending, as sharing in (sharing with family and close others) is a far more common form of sharing than sharing outside those circles.

Included in

Marketing Commons

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