How Nonconsumption Can Turn Ordinary Items into Perceived Treasures

Jacqueline R. Rifkin and Jonah Berger

Journal of the Association for Consumer Research, 2021, vol. 6, issue 3, 350 - 361

Abstract: Although an overabundance of possessions—called “clutter”—is both pervasive and maladaptive, understanding how possessions can accumulate remains understudied. In the present research, we suggest that our prior interactions with possessions—namely, a prior decision to forgo consumption—can reduce future usage intentions. Six studies demonstrate that forgoing using an item can make it seem more special, particularly when forgoing is attributed to waiting for a later occasion. As specialness increases, the item is restricted from future usage: it becomes less likely to be used in ordinary occasions and more likely to be reserved for a narrower set of extraordinary occasions. By transforming ordinary items into (perceived) treasures, we suggest that nonconsumption can encourage consumers to retain possessions indefinitely, waiting for future usage occasions that may never arise—ultimately, fueling the accumulation of clutter. These findings extend work on nonconsumption and special possessions and illuminate a novel driver of clutter.

Date: 2021
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