“In-Self” and “Out-Self” Products: Assimilation and Contrast With Consumers’ Traits

Liad Weiss, Columbia University, USA
Gita V. Johar, Columbia University, USA
We suggest and find that consumers sometimes act as if products they own are extensions of themselves. Taking a categorization perspective, we show that consumers’ view of such products is directly affected by their perceptions of their own traits. However, these very perceptions inversely affect the view of non-owned products.
[ to cite ]:
Liad Weiss and Gita V. Johar (2011) ,"“In-Self” and “Out-Self” Products: Assimilation and Contrast With Consumers’ Traits", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.