Extending the Self in a Virtual World

Shakeel Siddiqui, Dublin City University
Darach Turley, Dublin City University

Extending the Self in a Virtual World

Shakeel Siddiqui, Dublin City University

Darach Turley, Dublin City University

 

Abstract:

The notion of ‘extended self’ has enjoyed a deservedly long and reputable pedigree in consumer research. Essentially, it portrays the consumers extending their sense of ‘who they are’ through ‘what they have’. The advent of Computer Mediated Environment (CME) technologies has provided the current cohort of consumers an alternate platform for extension and expression of self – by offering an array of intangible ‘Virtual Possessions’. This paper examines the characteristic intangibility and fluidity of these new consumables by calling into question the applicability of the extended self-concept, as traditionally formulated, in this seemingly disembodied consumer domain and finds that cyber-psychically digital consumers are still materially oriented.
[ to cite ]:
Shakeel Siddiqui and Darach Turley (2006) ,"Extending the Self in a Virtual World", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 647-648.