Self-Extension, Brand Community, and User Innovation

Authored by: Yun Mi Antorini , Albert M. Muñiz Jr

The Routledge Companion to Identity and Consumption

Print publication date:  December  2012
Online publication date:  January  2013

Print ISBN: 9780415783064
eBook ISBN: 9780203105337
Adobe ISBN: 9781136253522

10.4324/9780203105337.ch29

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Abstract

For thousands of years, people have pondered the quintessential questions “who are we?” and “what can we be?” Lately, with the rise of the consumer society, another question has risen in prominence, one which concerns how people’s lives are shaped and socially connected through the things they consume and possess. To illuminate this complex relationship between self and mass goods, consumer behavior researchers have developed a stream of literature that focuses on how people extend individual and group self through the use of specific products and brands.

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