Ownership: A Perennial Prize or a Fading Goal? A Curation, Framework, and Agenda for Future Research

For many, it is difficult to imagine that sharing used clothes with strangers and/or buying low quality, temporary garments could ever be preferable to owning our own. However, new findings from the Journal of Consumer Research suggest there may be contexts in which, and consumers for whom, this may in fact be true. We suggest that, given this work, consumer researchers are uniquely situated to explore whether we have indeed reached the...