Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives

Aaron C. Ahuvia
2005 Journal of Consumer Research  
This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative. In the face of social forces pushing toward identity fragmentation, interviews reveal three different strategies, labeled "demarcating," "compromising," and "synthesizing" solutions, for creating a coherent self-narrative. Findings are compared to Belk's "Possessions and the Extended Self." Most claims from Belk are supported, but the notion of a core
more » ... versus extended self is critiqued as a potentially confusing metaphor. The roles of loved objects and activities in structuring social relationships and in consumer well-being are also explored.
doi:10.1086/429607 fatcat:luh33kcugzcpfnehofm4gsw42m