Short answer
When designing for access-based consumption, acknowledge that traditional methods of building brand loyalty through ownership-driven community may not be effective. Focus on enhancing the utility and convenience of access while exploring alternative ways to create user engagement and a sense of belonging.
- Field
- Sustainability
- Source
- Journal of Consumer Research (2012)
- Method
- Interpretive study
- Evidence
- Moderate effect
Access-based consumption models, like car sharing, can deter the formation of strong brand communities due to factors such as anonymity and a focus on utility over ownership. This sustainability research insight is drawn from a 2012 study published in Journal of Consumer Research. Using Interpretive study, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing for access-based consumption, acknowledge that traditional methods of building brand loyalty through ownership-driven community may not be effective. Focus on enhancing the utility and convenience of access while exploring alternative ways to create user engagement and a sense of belonging.
Car Sharing Reduces Brand Community Formation
Access-based consumption models, like car sharing, can deter the formation of strong brand communities due to factors such as anonymity and a focus on utility over ownership.
Journal of Consumer Research · 2012
Key Findings
- 01Access-based consumption can lead to a lack of identification with the service or brand.
- 02The significance of 'use value' can outweigh 'sign value' (status/identity) in access-based models.
- 03Negative reciprocity and surveillance can lead to a 'big-brother' governance model.
- 04Access-based consumption can deter the formation of a strong brand community.
Application
Design takeaway
When designing for access-based consumption, acknowledge that traditional methods of building brand loyalty through ownership-driven community may not be effective. Focus on enhancing the utility and convenience of access while exploring alternative ways to create user engagement and a sense of belonging.
How to apply
When designing a subscription service or a product-as-a-service, consider how to build user connection beyond just the functional benefits. Explore digital platforms or community events that can foster interaction among users.
Project actions
- 01Consider if your project involves a service or product that is accessed rather than owned.
- 02Think about how users interact with the product and with each other (or don't interact) in this access model.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a theoretical framework for understanding access-based consumption.
- +Offers specific insights into the consumer-marketer and consumer-consumer relationships in this context.
Limitations
This study focused on car sharing; findings might differ for other access-based services. The research is qualitative, so results are interpretive.
Reliability & validity
The interpretive method provides rich, in-depth data but may lack generalizability. Findings are valid within the specific context of Zipcar users but may not be universally applicable.
Think critically
To what extent does the 'big-brother' governance model in access-based consumption undermine the potential for positive user experiences and sustainable adoption?
Design Principles
"In access-based consumption models, prioritize functional utility and seamless user experience, as emotional attachment and community formation may be secondary outcomes."
Understanding how consumption models impact consumer relationships is crucial for designing products and services that foster sustainable engagement. This insight highlights potential trade-offs between resource efficiency and community building, influencing long-term adoption and loyalty.
What This Means for Your Design
If you're designing something people rent or share instead of own, they might not feel as connected to it or the brand as if they owned it. They care more about it working well than what it says about them.
How to use in your project
- 1.If your project involves designing a service or product for shared use, you can cite this to explain potential challenges in user engagement and community building.
Add to My Project
Quick Cite
Paragraph starter
Access-based consumption models, such as car sharing, can lead to a reduced sense of brand community due to a focus on utility over ownership and increased anonymity among users. This can impact user loyalty and engagement, requiring designers to explore alternative strategies for fostering connection in non-ownership contexts.
Source
Journal of Consumer Research
Access-Based Consumption: The Case of Car Sharing: Table 1.
journal · 2012
View sourceQuestions About This Research
- What does the research say about car sharing reduces brand community formation?
- When designing for access-based consumption, acknowledge that traditional methods of building brand loyalty through ownership-driven community may not be effective. Focus on enhancing the utility and convenience of access while exploring alternative ways to create user engagement and a sense of belonging. Evidence: Journal of Consumer Research (2012).
- Why does "Car Sharing Reduces Brand Community Formation" matter for design?
- Understanding how consumption models impact consumer relationships is crucial for designing products and services that foster sustainable engagement. This insight highlights potential trade-offs between resource efficiency and community building, influencing long-term adoption and loyalty.
- How can designers apply this research?
- When designing for access-based consumption, acknowledge that traditional methods of building brand loyalty through ownership-driven community may not be effective. Focus on enhancing the utility and convenience of access while exploring alternative ways to create user engagement and a sense of belonging.
- What were the main findings?
- Access-based consumption can lead to a lack of identification with the service or brand.. The significance of 'use value' can outweigh 'sign value' (status/identity) in access-based models.. Negative reciprocity and surveillance can lead to a 'big-brother' governance model.. Access-based consumption can deter the formation of a strong brand community.
- What research method was used?
- Interpretive study.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2012 journal from Journal of Consumer Research.
- What should I do differently in my next project?
- When designing a subscription service or a product-as-a-service, consider how to build user connection beyond just the functional benefits. Explore digital platforms or community events that can foster interaction among users.
- What are the limitations?
- The study is specific to car sharing and may not generalize to all forms of access-based consumption. The interpretive nature of the study means findings are subjective and context-dependent.