Marketing researchers from Boston University, Rutgers University, Cornell University, the University of Washington, and the University of Pennsylvania asked, “What happens to consumers and markets when nothing feels like it’s MINE?” As the researchers observe, technological innovations such as digitization, platform markets, and the exponential expansion of the generation and collection of personal data are driving an evolution in consumption along two major dimensions.

The first dimension is from a model of legal ownership , where consumers purchase and consume their own pri.....
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