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

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.


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.


Liad Weiss, Columbia University, USA
Gita V. Johar, Columbia University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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