“PSYCHOLOGICAL OWNERSHIP IN ADVERTISING: CUSTOMIZATION CUES AND PROMO CODES”
Date: 2024 October 16
Time: 11 A.M.
Location: ISM room 206
Supervisors:
Dr. Indrė Pikturnienė (ISM University of Management and Economics, Social Sciences, Management – S 003). Years of supervision: 2018–2021.
Assoc. Prof. Dr. Daniel Brannon (University of Northern Colorado, Social Sciences, Management). Years of supervision: 2021–2024.
Doctoral dissertation will be defended at the Scientific Council of Management at ISM University of Management and Economics.
About the dissertation:
This dissertation addresses the gap in understanding how marketing cues like customization suggestions and promotional codes influence psychological ownership in digital advertising. Twelve experimental studies with 2,455 participants from the US and UK were conducted, focusing on customization cues and promotional codes in advertisements. The research objectives were to analyze the concepts of psychological ownership, customization, and promo codes; investigate their effects on consumer behavior; and explore the mediating role of psychological ownership and moderating factors like personal traits. Results showed that customization options enhance consumer perception of ownership and engagement, with detailed and limited customization cues positively impacting psychological ownership and purchase intentions. Unique, personalized promo codes significantly elevate psychological ownership, influencing behaviors like willingness to redeem and share offers, and can transfer ownership feelings from the discount to the product itself. Restricting promo code sharing heightens psychological ownership. The dissertation extends the literature by demonstrating that psychological ownership mediates the relationship between advertising cues and positive consumer behavior, highlighting the effectiveness of customization and promo codes. The findings offer strategic insights for marketers to enhance consumer connections in digital spaces through ownership cues, leading to deeper engagement.
Defence council:
Chairperson:
Prof. Dr. Viltė Auruškevičienė (ISM University of Management and Economics, Social Sciences, Management S003)
Members:
Dr. Dovilė Barauskaitė (ISM University of Management and Economics, Social Sciences, Management – S003)
Prof. Dr. Žaneta Gravelines (Kaunas University of Technology, Social Sciences, Management – S003)
Prof. Dr. Rutger Daniel van Oest (BI Norwegian Business School, Social Sciences, Economics – S004)
Prof. Dr. Dominyka Venciūtė (ISM University of Management and Economics, Social Sciences, Management – S003)
