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Buy Versus Rent: How Acquisition Mode Affects Consumer Decision-Making, Anastasiya Pocheptsova

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Published on May 23, 2014

Anastasiya Pocheptsova, Assistant Professor of Marketing at the Robert H. Smith School of Business, University of Maryland

We demonstrate that consumers apply more stringent acceptance criteria when deciding to acquire a product for purchase than when deciding to acquire the same product for rent. As a result, consumers exhibit a higher propensity to acquire products when making a renting decision than when making a buying decision even when the price and consumption duration of renting and buying are identical. We show that decision reversibility is a critical factor that differentiates buying and renting decisions: the difference in acquisition propensity between buying and renting is attenuated, when the buying decision includes return policy.

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