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

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 88-92.


Daniel E. Sheehan, University of Kentucky, USA
Sara Loughran Dommer, Georgia Tech, USA


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA

Read More


L8. Recover the Unrecoverable: How Co-Recovery Shifts Consumers ‘Attribution Following a Failed Recovery

Bo Huang, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Matthew Philp, HEC Montreal, Canada

Read More


When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.