Dan (Kitty) Li Profile Image
School of Business Administration

Marketing Professor Publishes Article in Journal of Consumer Marketing

Assistant Professor of Marketing Dan Li co-authored an article, titled "The role of psychological ownership in consumer happiness," in the Journal of Consumer Marketing. The article, published on June 10, showed that consumers feel happier when they have a higher psychological ownership over an item after consumption. Furthermore, consumers anticipate greater happiness from a product before consumption due to increased psychological ownership through customization.

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