Big Ideas: “Apps extensively permeate consumers’ lives and thereby dramatically affect their well-being, either positively or negatively.” — Martin Fritze

New research from Martin Fritze, an assistant professor of trade fair management and marketing at the University of Cologne, finds that we see our phones as an extension of our personalities. According to Martin, we not only download digital services on our devices for practical uses, but we also hold significant sentimental value towards them. I discuss this further with Martin.

Thanks for doing this with us! Could you share what inspired you to research in this area?

Sure, my pleasure!

First, I have a keen interest in how the human need for possession shapes consumer decision-making. And, in the digital age, our possessions clearly extend beyond the tangible. Second, I am a service researcher. This research project marks the intersection between these two areas.

You find that people see phones as an extension of themselves. Why is that?

Generally, consumer research shows robust evidence that consumers view their possessions as part of themselves. The things we own help us to express who we are or aspire to become. This is well-known for material possessions.

In turn, in our study, we found that individuals became instantaneously attached to and were reluctant to give up apps once they have obtained them.

We demonstrated this with the so-called ‘Endowment Effect’, which describes that objects that are included in the individual’s endowment are more highly valued than those not held in the endowment.

Critically, the results show that the psychological processes underlying the effect differ between utilitarian (or functional) and hedonic digital apps. We found that proprietary feelings towards utilitarian digital services occur due to loss aversion, a deeply rooted, evolutionarily conditioned human tendency to secure external objects. Whereas proprietary feelings towards hedonic digital services reflect the consumer’s conscious self-relatedness to the digital service.

Can apps help us express ourselves?

Yes, our line of research shows that just like material objects also intangible objects like apps can help us to express ourselves.

So, what makes someone first download an app?

This is a very broad question and cannot be covered with a single answer. However, in a recent study we found that consumers use apps to help them reach their personal goals like becoming healthier, find a relationship or saving more money. This makes clear that nowadays apps extensively permeate consumers’ lives and thereby dramatically affect their personal well-being, either positively or negatively.

What factors would make someone identify with or hold sentimental value towards an app?

The app should help this person to live up, express, reinforce or reach a desired identity.

In your opinion, is this sentimentality likely to increase over time as app developers become more experienced?

Yes, the feelings of psychological ownership for apps are likely to increase over time and we expect that specific interventions during individual use stages can either reinforce or reduce this tendency. But this is up for further research!

Do you think the time we spend on our devices can influence our mental health?

Of course, this depends on the specific contexts, but generally speaking, as with many other things in life, it is the dose that makes the poison.

Is enough research being done into the impact of this?

There is still much to be done. We have to gain a better understanding of consumer behaviour in the digital age and its effects on individual well-being.

Is it dangerous to identify so much with an object that could be lost, broken or hacked?

We know that consumers who experience a loss of their favourite possessions almost feel like a part of their personality has gone. So surely, in pursuit of personal autonomy we are well-advised not to overemphasize the importance external objects. But this is a question of personal taste. For instance, on the other hand, possessions can also provide existential security, help us to connect with our loved ones or just make life more fun. Again, it is the dose that makes the poison.

Do you have any future research projects on the horizon?

Yes, many more. For instance, in a recent research project we are investigating to what extent digital possessions (like apps) can replace our desire to own material objects.

Thanks so much!