Bracing for the Sting of Disposal: Product Purgatories Encourage Mental Simulation of the Disposal Process
By Mathew Isaac, Poornima Vinoo
Journal of Consumer Psychology | January 2023
DOI
http://dx.doi.org/10.1002/jcpy.1342
Citation
Isaac, Mathew., Vinoo, Poornima. (2022). Bracing for the Sting of Disposal: Product Purgatories Encourage Mental Simulation of the Disposal Process Journal of Consumer Psychology http://dx.doi.org/10.1002/jcpy.1342.
Copyright
Journal of Consumer Psychology, 2022
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Abstract
Product owners often find it challenging to part with their possessions. As a result, owners may pursue various behavioral strategies to facilitate disposal, even when considering products that are no longer needed or personally useful. According to ethnographic research, one such strategy is to move products into purgatories, or temporary liminal spaces. Using an experimental approach, we aim to causally assess whether product purgatories do in fact induce disposal. Findings from three studies indicate that moving items into purgatories allows owners to psychologically brace for subsequent product disposal. However, unlike prior research that has focused on reduced product attachment as a primary driver of disposal preparedness, the present research documents a novel mechanism that does not necessarily entail attachment reduction. Specifically, purgatories are shown to trigger mental simulation of the product disposal process, thereby helping product owners brace for the looming loss of their product.

Poornima Vinoo is an Assistant Professor of Marketing at the Indian School of Business (ISB). Her research spans two primary streams: financial decision-making and disposal behaviour, with an overarching focus of improving consumer wellbeing.

Her work has explored how consumers make decisions to invest money for their retirement, how they choose to donate to worthy causes, and why they may sometimes prefer moral rewards over financial rewards.

Professor Vinoo holds a PhD from Western University, Canada, an MBA from the Indian School of Business, a postgraduate diploma from the Xavier Institute of Communications, and a BA from Osmania University, India.

An experienced industry professional, she has worked for over a decade across startups and large business conglomerates in multiple industries and roles.
At ISB, she teaches Consumer Behaviour.

Poornima Vinoo (1)
Poornima Vinoo