Does psychological ownership influence consumer happiness in playful consumption experience? Moderating role of...

This study examines the relationships between psychological ownership (PO) in playful consumption and its validating role in consumer happiness (CH). Specifically, we propose a moderating process of personality and game performance, which influences PO and CH. Subsequently, we evaluate consumer happiness associated with playful consumption experience by two studies, one quantitative and the other experimental. In Study 1 we use a randomized sample (n = 872, respondents) from Pakistan employing SEM (Structural Equation Modeling) methods. In Study 2 we use an EEG emotive insight device to capture the factors associated with psychological ownership. In this experiment, we address the neuro marketing prospect of players. It was found that perceived control, competitive resistance, emotions, customer participation, personality and performance are positively associated with PO. Game performance enhances feelings of happiness. This study offers new insights into the processes that drive consumer happiness and provides a vigorous guide for policymakers, applied psychologists, consumers and marketers who shape our futures in the field of happiness and well-being through playful consumption experience.