New Article on Hybrid Consumption and Consumer Well-Being

MMTC member Lucia Pizzichini has co-authored a new article published in the Journal of Macromarketing exploring how hybrid physical–digital solutions and different modes of acquisition influence consumer well-being.

In the article, Lucia, together with her coauthors, introduces the concept of accesship—capturing the continuum between access and ownership—and integrates it with the notion of the phygital, which describes solutions that blend physical and digital elements. Together, these dimensions form the Phygital–Accesship Typology (PAT). This framework explains how different configurations of products and services (such as streaming, digital ownership, renting physical goods, or owning connected products) shape consumer experiences and well-being outcomes.

The study connects hybrid market structures to key psychological mechanisms, including materialism, need for touch, and psychological ownership. By doing so, it advances macromarketing research and offers implications for firms designing hybrid solutions, policymakers regulating digital markets, and scholars studying digital transformation.

The publication aligns closely with MMTC’s research focus on digital transformation, hybrid business models, and their broader societal implications.