Transformational Products and Everyday Consumption Contexts

How Products Transform Consumers’ Lives

Cele C. Otnes, University of Illinois at Urbana-Champaign

Julie A. Ruth, Rutgers University

Linda Tuncay, Loyola University-Chicago


Researchers have shown consumers often transform themselves or their lives by using extraordinary products. This paper demonstrates that in fact, a wide variety of goods and services can serve as sources of meaningful transformation. Using interview and critical incident data, we examine the types, valences, and magnitudes of the transformations that emerge as consumers interact with products. We argue these transformations stem from consumers’ perceptions that products express one or more meaningful social roles when engaged in relationships with consumers. We discuss the implications of these findings with respect to outcomes of transformation.


Cele Otnes, Julie Ruth, and Linda Tuncay (2006) ,"Transformational Products and Everyday Consumption Contexts", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 227-234.


Cele Otnes, University of Illinois at Urbana-Champaign
Julie Ruth, Rutgers University-Camden
Linda Tuncay, University of Illinois at Urbana-Champaign


NA - Advances in Consumer Research Volume 33 | 2006

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