Week 8 Discussion Question


Week 8 Discussion Question

To many consumers, possessing a high end products is much more important that actually using the products. Most of the consumers tend to self construct by purchasing high end products, fashionable clothes, new products in the market pre-release or exclusive products because of the class, and importance associated with the pride of owning or possessing the products (Chitturi, Raghunathan, & Mahajan, 2007, pp. 702–714).


Han, Chung, & Sohn,  (2009, pp. 97–108) argues that since the advent of the mobile phone, many consumers have often looked forwards to the next new product people in Kuwait often queue to have the first glimpse of iphone 5s, Samsung galaxy note as soon as they were launched. Pre-release sales were quite higher than the three months sales after the launch. In most cases, the consumers tend to be frantic as they waited for the gift or waiting t buys the new products (Chaudhuri, & Fitzgerald, 2010, pp. 339–359)..

To the consumers, obtaining the actual hone is much more important that using it because they feel that they are appreciated when they get the products before everyone else. To many, possessing the idealized products is a kind of extension of the self. Consumers are known to achieve self actualization by possessing or owning the products before other people.  In my culture, consumers tend to communicate and control identity by owning, or possessing higher knowledge than the other people (Peter, & Olson, 2010).

Self actualization

Additionally, in our culture gift giving is a very important practice as it offers the parties involved chance to maintain personal relationship, harmonize this relationship or enhance the personal relationships. The concept if I, mine and self are therefore important to the marketer s they can help the marketers understand the consumers’ behaviors without necessarily interviewing or survey a customer (Cromie, & Ewing, 2008, pp. 631–653)..

As a consumer from Kuwait, I find it interesting to read about the role of consumption on the people culture. For example, many consumers purchase the things they value, or have sentimental value to them. Others purchase the things they would love to have or purchased products to prop their lifestyles while the rest purchase the things that they believe can add value to them. Everyone has a fork of insecurity or void they seek to fill but they perceive the products they purchase as the only alternatives that can give them those fulfillments (Chitturi, Raghunathan, & Mahajan, 2007, pp; 702–714).

Cognitive and affective representation

Consumers use products or possession to develop their extended self as the products offer them the cognitive and affective representation of their own identity.  For example using the smart phones, people buy smart phones because they believe that smart phones represent their extended self (Han, Chung, & Sohn, 2009, pp.  97–108)..

The apps that a CEO of a company would haven this phone are quite different from the one artist could have in his phone and one can stereotypically state that an individual is a business person by looking at the mobile iphone an individual has. Blackberry’s were considered  business phones’  and those who cared to own blackberry’s were mainly business people as the phone defined them  owners. Extended self may be different between cultures as the concept of self is defined by the subtle difference in cultures. For example, the collectivist’s communities have a different perception about individualistic possession like the individualist community view perceptions and possessions (Mittal, 2006, pp. 550-562).

In conclusion,

I find the argument by Mittal (2006, pp. 550-562) that people develop emotional attachment as the y continue to use the products purchase, but this statement cannot be generalized as some consumers tend to develop post-purchase dissonance.  However, I support their argument that as consumer invest time, money and energy in purchasing a product, they increasingly develop as special form of connection with the purchased products and the products can prop their extended self or self image.


Mittal, B. (2006). I, me, and mine- how products become consumers’ extended selves, Journal of Consumer Behaviour, 5 (6), pp. 550-562. Wiley InterScience

Peter, J.P. & Olson, J.C. (2010) Consumer behavior and marketing strategy. 9th ed. New York: McGraw-Hill/Irwin.

Chaudhuri, A., & Fitzgerald, T. R. (2010). Emotional responses upon initial exposure to a hedonic or utilitarian description of a radical innovation. Journal of Marketing Theory and Practice, 18, 339–359.

Cromie, J., & Ewing, M. (2008). Squatting at the digital campfire: Researching the open source software community. International Journal of Marketing Research, 50(5), 631–653.

Chitturi, R., Raghunathan, R., & Mahajan, V. (2007). Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences. Journal of Marketing Research, 44, 702–714.

Han, J. K., Chung, S. W., & Sohn, Y. S. (2009). Technology convergence: When do consumers prefer converged products to dedicated products? Journal of Marketing, 73, 97–108.


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