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Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms

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Advances in Advertising Research (Vol. VII)

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Abstract

Recently, many reports about the “Shareconomy” and collaborative consumption (CC) could be found in the media. The Time Magazine even denoted sharing as one of the “10 ideas that will change the world” and asserted that the ownership society of the 20th century is more and more replaced by a sharing society (Walsh, 2011). However, academic literature in this field is scarce and it seems that academics have just started to investigate this phenomenon more thoroughly.

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Author information

Authors and Affiliations

  1. University of Hohenheim. Department of Marketing and Management, Chair of Marketing and Consumer Behavior, University of Hohenheim, Germany, Fruwirthstraße 32, 70593, Stuttgart, Germany

    Johanna Schwenk

  2. University of Hohenheim, Germany, Fruwirthstraße 32, 70593, Stuttgart, Germany

    Verena Hüttl-Maack

Authors
  1. Johanna Schwenk
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  2. Verena Hüttl-Maack
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Correspondence to Johanna Schwenk .

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Editors and Affiliations

  1. School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides

  2. School of BEI, Birkbeck, University of London, London, United Kingdom

    Anastasia Stathopoulou

  3. Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Schwenk, J., Hüttl-Maack, V. (2017). Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms. In: Christodoulides, G., Stathopoulou, A., Eisend, M. (eds) Advances in Advertising Research (Vol. VII). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15220-8_4

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