I, me, and mine—how products become consumers' extended selves

By Banwari Mittal. 2006

279 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/6b572c645c384d64a214691e6f5d8c36bef4d7f8

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Citations in the corpus

Consumer behavioural intentions in cause-related marketing. The role of identification and social cause involvement (2010, background): “Possessions form part of our conception of the self ( Mittal 2006 ) and through brand association, individuals can satisfy certain personal definition needs (Fournier 1998).”
Brand logo symmetry and product design: The spillover effects on consumer inferences (2019, methodology): “Additionally, the symbolic design dimension involves the degree of self-identification with a product and further indicates the fit of the consumer's self-expression with the product's design (Brunner, Ullrich, Jungen, & Esch, 2016; Mittal, 2006).”
A multinational examination of the symbolic–instrumental framework of consumer–brand identification (2011, unknown): “Similarly, Mittal (2006) contends that possessions become the extended self in two ways: (1) they become instrumental because of their functional benefits; and (2) they become identity implementing, because they enhance self-expression through self–brand congruity.”
Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships (2014, background): “…conceptualization suggests that consumers may experience a visceral feeling of connectedness with a brand and see the brand’s resources as their own (Mittal, 2006; Trump & Brucks, 2012); the union can be so strong among highly fused consumers that the boundaries that ordinarily distinguish the…”
Destination attractiveness and destination attachment: The mediating role of tourists' attitude (2016, unknown): “Mental representations are therefore crucial to categorize a place as part of the self, to develop a pos-itivefeeling of “ oneness ” withaplace(Mikulincer& Shaver, 2007),and to view a place's resources as one's own (Aron, Aron, & Smollan, 1992; Mittal, 2006).”
The "I Designed It Myself" Effect in Mass Customization (2010, background): “Some people lack the experience of self-efficacy in their jobs because of the division of labor and repetitive tasks— issues that were already bemoaned by 19th century economists such as Marx (1932).”