To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.jbusres.2015.03.017 Byline: Louise M. Hassan, Edward Shiu Abstract: Psychological ownership is an under researched concept in marketing and compulsive consumption. Research in marketing treats psychological ownership as a uni-dimensional construct yet the concept of psychological ownership is more complex. This research draws on the psychological ownership dimensions of self-efficacy and self-accountability to examine how these dimensions jointly explain smokers' quit intentions. A separate contribution lies in understanding the role of culture in smoking cessation. The authors use data across 25 European countries to examine the moderating influence of cultural value dimensions (autonomy/embeddedness, egalitarianism/hierarchy, harmony/mastery) on the relationship between the psychological ownership dimensions and quit intentions. Findings from this research show that psychological ownership plays a more important role in facilitating smoking cessation for smokers in autonomy, egalitarian, and harmony cultures. Given that culture explains cross-country variation in the psychological process of smoking cessation, national policy makers need to take culture into account when devising tobacco control policies. Article History: Received 1 July 2014; Revised 1 December 2014; Accepted 1 March 2015 Article Note: (footnote) [star] The authors acknowledge the support of the European Commission in part funding the data collection exercise.