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I, me, and mine—how products become consumers' extended selves
Author(s) -
Mittal Banwari
Publication year - 2006
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.202
Subject(s) - identity (music) , set (abstract data type) , psychology of self , self , self concept , aesthetics , sociology , psychology , social psychology , consumer research , epistemology , advertising , marketing , business , computer science , art , philosophy , programming language
Consumer research literature has recognized the consumers' use of products and brands as props to their self‐identity. While this literature has illuminated that products indeed serve to extend one's sense of self, the concept of ‘self’ itself is under‐identified. In this conceptual essay, we propose a set of components that make up one's sense of self. Then we identify processes through which possessions become associated with one's identity or self‐concept. We suggest the utility of using the proposed framework in practice for consumers' self‐concept profiles, and for linking brands to appropriate components of ‘self.’ Copyright © 2006 John Wiley & Sons, Ltd.