My Pet Rock and Me: an Experimental Exploration of the Self Extension Concept

ABSTRACT - We examine Belk’s (1988) construct of self extension experimentally. Participants were given a small rock and randomly assigned to design the rock for themselves or to sell. The participants who designed the rock for themselves were more likely than sellers to say the rock symbolized themselves. Participants whose rock symbolized themselves rated its personality more similarly to their ratings of themselves than did other participants, and were less agreeable to making their rock into a product line of pet rocks. We explore process explanations for our results.


Tina Kiesler and Sara Kiesler (2005) ,"My Pet Rock and Me: an Experimental Exploration of the Self Extension Concept", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 365-370.


Tina Kiesler, California State University, Northridge
Sara Kiesler, Carnegie Mellon University


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


Consumer Perceptions of Environmental ‘Win-Wins’

Tamar Makov, Yale University, USA
George Newman, Yale University, USA

Read More


Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More


How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

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.