Our possessions are a major contributor to and reflection of our identities A variety of evidence is presented supporting this simple and compelling premise Related streams of research are identified and drawn upon in developing this concept and implications are derived for consumer behavior Because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between self-concept and consumer brand choice

https://www.jstor.org/stable/pdfplus/2489522.pdf

Possessions and the extended self.

This paper argues for the recognition of important experiential aspects of consumption. Specifically, a general framework is constructed to represent typical consumer behavior variables. Based on this paradigm, the prevailing information processing model is contrasted with an experiential view that focuses on the symbolic, hedonic, and esthetic nature of consumption. This view regards the consumption experience as a phenomenon directed toward the pursuit of fantasies, feelings, and fun.

The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun

A typology of service organizations is presented and a conceptual framework is advanced for exploring the impact of physical surroundings on the behaviors of both customers and employees. The abili...

Servicescapes: The Impact of Physical Surroundings on Customers and Employees:

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.

https://www.jstor.org/stable/pdf/10.1086/209515.pdf

Consumers and their brands : developing relationship theory in consumer research

Two processes at work in contemporary society are the secularization of religion and the sacralization of the secular. Consumer behavior shapes and reflects these processes. For many, consumption has become a vehicle for experiencing the sacred. This article explores the ritual substratum of consumption and describes properties and manifestations of the sacred inherent in consumer behavior. Similarly, the processes by which consumers sacralize and desacralize dimensions of their experience are described. The naturalistic inquiry approach driving the insights in this article is advanced as a corrective to a premature narrowing of focus in consumer research.

The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey

The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential charact...

Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation:

We explore the meaning and histories of favorite objects in two cultures using surveys and photographs. Favorite object attachment is differentiated from the possessiveness component of materialism and from attachment to other people. Meanings of favorite objects derive more from personal memories in the U.S. and from social status in Niger than from object characteristics. Since favorite objects serve as storehouses of personal meanings, gender, age, and culture reflect differences in object selected as well as reasons for selection. In the U.S., photographs show greater proximity to objects that are symbols of others or experiences than to objects enjoyed for their own attributes.

“My Favorite Things”: A Cross-Cultural Inquiry into Object Attachment, Possessiveness, and Social Linkage

Naturalistic inquiry as an ethnographic approach is explained and utilized for exploring emergent themes in buyer and seller behavior at a swap meet. Components of the method used include purposive sampling, triangulation across researchers, emergent theme analysis, autodriving, memoing, member checks, and auditing. Four emergent dialectical substantive themes are discussed: freedom versus rules, boundaries versus transitions, competition versus cooperation, and sacred versus profane.

Melanie Wallendorf

Papers

The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey

The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey

Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation:

“My Favorite Things”: A Cross-Cultural Inquiry into Object Attachment, Possessiveness, and Social Linkage

A naturalistic inquiry into buyer and seller behavior at a swap meet