This research investigates the structure of psychological ownership of people and the antecedents and results. Although research on psychological ownership is prevalent in Marketing and consumer behavior, there are a few works on psychological ownership of people. Recently, regardless of age and sex, people have been more actively engaging in activities that support their favorite celebrities, idols, and animation characters. They invest their time and money in the objects by participating in events, purchasing goods, recommending to others, etc. These behaviors would contribute to their life satisfaction and happiness. Based on previous research on psychological ownership in the field of organizational behavior and interview with idol fans, we built a model and tested it with data from 550 idol fans. The model contains two dimensions of the psychological ownership of consumers’ favorite idols, two factors as antecedents, two moderators relating to other fans, and two outcomes. The result shows that psychological identity positively affects a sense of community with other fans, and psychological responsibility positively influences territoriality toward them. While a sense of community with other fans positively affects their well-being and intention to continue support behaviors, territoriality negatively influences intention to continue support behaviors and positively impacts well-being.

Although people generally do not pay much attention to scent, background music (BGM), color, etc. in retail or service environments, these in-store factors could potentially have a subtle yet powerful influence on customers. Through two experiments, this research examined whether the scent and music made people feel physically warm or cool, and their effect on the participants’ perception of space and social density. Regarding to participants’ subjective perception of temperature, between the warm scent (vanilla) and the cool scent (peppermint), and between the warm music (Träumerei by Schumann) and the cool music (Vocalise by Rachmaninov) are not significantly different. But I could observe that people in warm conditions felt physically warm compare to cool conditions. And there was a significant difference on participants’ perception of space and density. People in the vanilla-scented environment felt that the capacity of the room was smaller, the space was tighter, and the social density was higher. In the case of the music, the results were the same. People in the room with Träumerei as a BCM felt that the room was smaller, the space was tighter, and the social density was higher. Moreover, people in warm conditions chose a cold or room temperature drink when I offered three drink options (cold, warm, room temperature) as a token of my gratitude. In addition to the effect to perception, I found that people in warm conditions (both scent and music) were more persuaded by commercial message than in cool conditions. These results would contribute to expand our knowledge of store atmospherics and customer experience through ambient scent and BGM.

This study examines the effects of sampling promotion of a new product in terms of the purchase and WOM. Existing users of the category and related category which the new product were introduced tend to purchase it, compare to non-users. Consumers who knew about the new product before receiving the sample tend to engage into WOM