Table 1 Future research propositions for... | Emerald Publishing

Table 1

Future research propositions for Gen Z and psychological ownership: open questions in marketing and consumer behaviour

Psychological ownership antecedents	Research questions
Identity expression	How does PO affect the relationship of Gen Z to social media postings? What social media features (e.g. customisability) increase the PO for Gen Zers? How does psychological ownership of digital assets (e.g. NFTs and gaming avatars) contribute to Gen Z’s identity construction? How does the expression of identity through owned digital spaces differ between Gen Z and older generations?
Control	What role does transparency from organisations (e.g. in data use or decision-making) play in strengthening Gen Z’s perception of control and ownership? How does the level of autonomy in digital environments (e.g. privacy settings and algorithmic control) shape psychological ownership for Gen Z? Does Gen Z respond territorially to places featured in their own postings on social media? Does PO increase for a social media platform if idols of Gen Z (e.g. influencer) comment on their postings? Is Gen Z’s PO stronger on virtual communities with broader customisation options than in real life?
Security	Does the perception of ownership over digital possessions (e.g. cloud storage and subscription services) reduce or amplify Gen Z’s anxieties and stress about performance and loss? In what ways does digital psychological ownership (e.g. of online identities and personal data) intersect with Gen Z’s concerns about privacy and security? Does the sharing economy decrease or increase demand for private ownership of goods for Gen Zers? Does the feeling of ownership of Gen Zers for an access-based product diminish over time? How do cultural differences affect feelings of ownership of younger generations? Does PO lead to stronger brand loyalty for Gen Z in the Western world?

Psychological ownership antecedents	Research questions
Identity expression	How does PO affect the relationship of Gen Z to social media postings? What social media features (e.g. customisability) increase the PO for Gen Zers? How does psychological ownership of digital assets (e.g. NFTs and gaming avatars) contribute to Gen Z’s identity construction? How does the expression of identity through owned digital spaces differ between Gen Z and older generations?
Control	What role does transparency from organisations (e.g. in data use or decision-making) play in strengthening Gen Z’s perception of control and ownership? How does the level of autonomy in digital environments (e.g. privacy settings and algorithmic control) shape psychological ownership for Gen Z? Does Gen Z respond territorially to places featured in their own postings on social media? Does PO increase for a social media platform if idols of Gen Z (e.g. influencer) comment on their postings? Is Gen Z’s PO stronger on virtual communities with broader customisation options than in real life?
Security	Does the perception of ownership over digital possessions (e.g. cloud storage and subscription services) reduce or amplify Gen Z’s anxieties and stress about performance and loss? In what ways does digital psychological ownership (e.g. of online identities and personal data) intersect with Gen Z’s concerns about privacy and security? Does the sharing economy decrease or increase demand for private ownership of goods for Gen Zers? Does the feeling of ownership of Gen Zers for an access-based product diminish over time? How do cultural differences affect feelings of ownership of younger generations? Does PO lead to stronger brand loyalty for Gen Z in the Western world?