Saving It (And Us) For Later? Consuming and Saving Products That Reflect Our Selves

Daniel E. Sheehan, University of Kentucky, USA
Sara Loughran Dommer, Georgia Tech, USA
Consumers like products that reflect their selves, but research examining how they consume these products is lacking. Are products that symbolize one’s self protected or are they consumed quickly after purchase? This research demonstrates that greater preference doesn’t translate into consumption; consumers prefer to save, rather than use, self-symbolic products.
[ to cite ]:
Daniel E. Sheehan and Sara Loughran Dommer (2016) ,"Saving It (And Us) For Later? Consuming and Saving Products That Reflect Our Selves", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 88-92.