Identity Preservation: If I Can Remember It, You Can Have It

Karen Page Winterich, Pennsylvania State University, USA
Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA
Julie R. Irwin, University of Texas at Austin, USA
Consumers are often reluctant to dispose of special possessions. We examine how disposal of special possessions can be increased while retaining the memory associated with the product and minimizing identity threat from giving up the possession. Two studies demonstrate memory preservation can increase donation and selling of special possessions.
[ to cite ]:
Karen Page Winterich, Rebecca Walker Naylor, and Julie R. Irwin (2013) ,"Identity Preservation: If I Can Remember It, You Can Have It", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.