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عنوان فارسی مقاله:

مالکیت روانشناختی و مصرف جریان موسیقی


عنوان انگلیسی مقاله:

Psychological ownership and music streaming consumption


سال انتشار : 2017



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بخشی از مقاله انگلیسی:


2. Literature review: psychological ownership

 Pierce et al. (2003) argue that we can cultivate strong feelings of ownership for both material and immaterial possessions and that ownership is not necessarily tantamount to legality. Consequently, from a music consumption context psychological ownership can be used to examine our relationships with a variety of material products (e.g. CDs, vinyl), immaterial services (digital downloading, music streaming) and even particular artists, genres or abstract ideas. This sense of perceived ownership has been explored in psychology (developmental and social) sociology, anthropology, animal behaviour, geography and in consumer behaviour. For instance, Belk (1988) has played a crucial role in developing explanations of the relationships we have with possessions, how we project our identity through ownership of objects and expand our sense of self through consumption. This area of literature is sometimes referred to as psychological ownership, defined by Pierce et al. (2003: 86) as ‘the state in which individuals feel as though the target of ownership or a piece of that target is “theirs” (i.e., “it is mine!”). Drawing from over a hundred years of research Pierce and colleagues have developed a comprehensive conceptual model that considers the motivations of psychological ownership (efficacy and effectance, enhancing self-identity and having a place to dwell) and the antecedents (controlling the ownership target, investing the self in the target, coming to intimately know the target and pride [see Kirk, Swain, & Gaskin, 2015]). Pierce and colleagues argue that the motivations of psychological ownership can be experienced simultaneously and that the routes to psychological ownership can be both complimentary and additive. Importantly, they also identify potential outcomes of psychological ownership which are discussed below. This framework is used as a lens to explore the consumption of music streaming. 2.1. Efficacy and effectance: controlling the ownership target Dittmar (1992) argues that one of the main motivations driving psychological ownership is gaining control over one's environment and achieving desired outcomes through possession. Possession grants an individual a sense of power and drives the need for effectance. ‘Exploration of, and the ability to control, one's environment gives rise to feelings of efficacy and pleasure, which stem from “being the cause” and having altered the environment through one's control-actions.’ (Pierce et al., 2003: 89). This sense of control over an ownership target is an antecedent to increased feelings of psychological ownership. Bull has demonstrated how the introduction of the iPod has allowed for music users to control and integrate music strategically into their everyday lives, ‘fine tuning the relationship between mood, volition, music and the environment in ways that previous generations of mobile sound technologies were unable to do’ (Bull, 2006: 136). This raises questions about how consumers have incorporated more recent technological advances (i.e. streaming services) into their music consumption practices where the level of choice and control is even greater; increasing the likelihood of efficacy to effectance. Kirk et al. (2015) have proposed that consumers who use new technologies that encourage discovery and provide opportunities for control and individualisation are likely to experience enhanced feelings of psychological ownership.



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کلمات کلیدی:

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