Consumers who access products in the short-term instead of owning them show greater indifference toward these products and identify less with the brand and other consumers, according to a new study in the Journal of Consumer Research.

“Our study represents the first look at how consumers think, feel, and act when they are accessing rather than purchasing products, and we discovered that the nature of access-based consumption is inherently different from ownership,” write authors Fleura Bardhi (Northeastern University) and Giana M. Eckhardt (Suffolk University)