We were delighted to welcome Professor Harald van Heerde as a speaker for our research seminar series. Harald’s research focuses on developing econometric models to enhance marketing decision-making. The project he presented explores how reduced psychological ownership, resulting from the use of shared goods and services, can be mitigated through effective communication by prosumers (i.e., individuals who share the goods or services). He and his colleagues adopt an empirics-first approach, analyzing data from Airbnb to determine the impact of prosumers' communication strategies on occupancy rates. Their findings suggest that prosumers should strategically communicate, tone down self-investment decisions, provide comprehensive information, maintain a presence for the consumers of the shared goods or services, and consider the increased price sensitivity of these consumers. These insights are crucial for informing and guiding the pricing and communication strategies of prosumers in the sharing economy.