Professor Tom Meyvis notes that consumers may choose renting certain goods and services over owning them to avoid the steep price tags of big-ticket purchases in the midst of the coronavirus crisis
Excerpt from WIRED -- "In addition to the public health emergency, Covid-19 has also spurred a severe employment crisis, and Lieberman sees rental companies as poised to flourish, because people are cautious about spending. This is a view shared by New York University marketing professor Tom Meyvis, who studies consumer behavior. Because people tend to be more careful with money during economic downturns, Meyvis suspects people may choose renting certain goods and services over owning them to avoid the steep price tags of big-ticket purchases. 'They may be more reluctant to pay high up-front costs, even if they're able to do so,” he says.'"