Eda Anlamlier (Marketing & International Business) led a study in the Journal of the Academy for Marketing Science. The study covers ways that companies can boost positive consumer behavior in a new "access-based industry," where consumers pay for temporary access to products and services through companies like Rent the Runway, Netflix, Airbnb, and Uber.
From the flouting of Airbnb cleaning rules, to the scratching of Netflix DVDs, to the failure to return rented luxury clothing in a timely manner (or at all), consumers can sometimes act selfishly or opportunistically and deviate from a platform’s expectations — crafting their own consumption routines, hijacking the best products for long periods of time, and hurting other consumers’ experiences.
“Access-based customer journeys” — based on Rent the Runway data from marketing materials, social media posts, news articles, and interviews with bloggers and consumers — was published online in spring 2023. Co-authors: Lez Trujillo-Torres (University of Illinois at Chicago), Laetitia Mimoun (ESCP Business School), Lagnajita Chatterjee (Worcester State University), and Delphine Dion (ESSEC Business School).
