Moderating Role of Willingness to Pay More in the Effect of Perceived Control on Psychological Ownership: A Study on Mercedes Brand Automobile Owners

Abstract

Perceived control is one of the elements of psychological ownership. The effect of willingness to pay more which is a variable changing and differentiating the direction and/or strength of the relation between the two has been included in the research model. In this regards, this study aimed to investigate moderating effect of willingness to pay more in the relation between perceived control and psychological ownership within the framework of consumer behaviour. This study was carried out with Mercedes brand automobile owners and a total of 402 consumers’ attitudes were measured. The results of the study showed that perceived control had a positive effect on psychological ownership level of Mercedes brand automobile owners and willingness to pay more had a moderating role in this effect. It was revealed that the relation between perceived control and psychological ownership increased for individuals who were more willing to pay more; on the other hand, this relation was not affected much for individuals who were less willing to pay more. Therefore, it has been concluded that the relation between individuals’ perceived control and psychological ownership was stronger in individuals who were more willing to pay more compared to individuals who were less willing to pay more.