From Experience to Ownership: How and When Tryvertising Works in P2P Accommodations

Using an experimental design, this research demonstrates that tryvertising is more effective in Airbnb settings, specifically entire properties, than in traditional hotels. The study establishes a theoretical model where higher territoriality in P2P accommodations fosters psychological ownership towards tryvertised products, thereby increasing purchase intentions. However, this effect is moderated by the threat of impermanence.

This study offers a novel perspective for understanding how territoriality in shared spaces shapes consumer psychology and behavior, contributing to our knowledge of the complex psychological mechanisms within liquid consumption.