「所有權」以及「分享」是存在著衝突，以人們的知識或是個人財產的所有權都可以說明，若將物品視為自己的就不會進行分享，但現在很多研究中有指出不一樣的觀點，例如共享經濟，說明到人們就算視物品為自己所有，還是可以與他人進行分享，但學者有提出共享比較像是一種利益關係的交換，以及真正的分享是相互占有此物品的。
心理所有權，是將目標物視為「我的」一種感覺，會對於此目標物有強烈的認同感、自我效能以及歸屬感，且這種感受會滿足人們的需求動機。在虛擬或是實體的社群之中，人們會在無意識下做出分享的行為，而人們做出的分享行為一定是有動機驅使他們的。因此這種心理所有權的感覺，不只是物品上的所有權感受，還涉及到人們心中對於此物品的心理之感受。
研究一以刺激顧客對於社群的歸屬感，進而增加品牌之心理所有權，藉由對品牌舉辦公益活動來說明，顧客對於品牌擁有心理所有權，能夠促進對其他顧客之分享行為。研究二更深入探討分享行為的個人利益動機，是如何藉由人們的心理所有權所影響最終的分享行為，人們會思考分享能夠帶給自己甚麼好處，而他們心中會有一條分水嶺選擇是否分享。這之間的界線是涉及到分享行為如何影響對於人們心中所認定的實質或非實質感受。

Psychological ownership is the feeling of considering the target as "mine" and having a strong sense of identity, self-efficacy, and belonging to the target, and this feeling satisfies people's motivation. In both virtual and physical communities, people will unconsciously share, and there must be a motivation for them to do so. There is a conflict between the feelings of "ownership" and "sharing" because in general, people do not want to share things if they consider them as "mine", but nowadays, with the development of the Internet, people's consumption habits have changed, and in many business models of consumption, ownership is found to increase the willingness to share, which is what we will investigate.
The context of Study 1 is brand communities. Brands are owned by community members, not individual assets, and need to be communicated with other customers or companies in order to maintain a brand. In our study, customers are given the right to control the brand and to be recognized in the branding activities. We found that the power to control the brand triggers psychological ownership and finally, we found that customers with higher psychological ownership increase their pro-social behavior towards the company and other customers, and that sharing behavior can mediate this relationship. Study 2 discussed the personal interest motives of sharing behavior and how people's psychological ownership influences their ultimate sharing behavior. The findings suggest that psychological ownership enhances sharing behavior when there is a non-substantial interest to the individual and doesn’t enhance sharing behavior when there is a substantial interest to the individual. Finally, it is found that loss aversion affects sharing behavior only when people have psychological ownership, and this effect holds only in the case of non-substantial interest relationships.

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