Endowment Effect

People will overvalue something that they own (or perceive to own, even if it's just having access to a product), regardless of market value.

i.e., once they've test driven the car, and synced their phone to the bluetooth, they'll want it more.

There are plenty of studies affirming the irrationality of ownership, but my favourite are those on Capuchin monkeys—which shows how broad the research is on this.

Through a series of experiments with bartering, it was demonstrated that Monkeys and Chimpanzees will value identical tokens differently, depending on which they own.

Churn

• If people feel like they own something, or have invested into personalising an experience, they're typically less likely to churn.
• On the other hand, if the process of personalising (i.e., creating) an account is too time consuming, they may churn sooner.