Beyond the extended self: Loved objects and consumers' identity narratives
Ahuvia examined, through interviews, which possessions and activities people love and how those attachments help them maintain a consistent sense of self despite social pressures that fragment identity. He identified three ways consumers build a coherent self-story (keeping identities separate, making trade-offs, blending them), found that most of Belk's claims held up, and suggested the core-versus-extended self distinction may be a confusing metaphor. The study also explores how loved objects shape social relationships and consumer well-being.
Ahuvia examined, through interviews, which possessions and activities people love and how those attachments help them maintain a consistent sense of self despite social pressures that fragment identity. He identified three ways consumers build a coherent self-story (keeping identities separate, making trade-offs, blending them), found that most of Belk's claims held up, and suggested the core-versus-extended self distinction may be a confusing metaphor. The study also explores how loved objects shape social relationships and consumer well-being.
Written from the abstract summary via IDEAS/RePEc record, 2026-11-03; full text not read.
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Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers' identity narratives. Journal of Consumer Research, 32(1), 171-184. doi:10.1086/429607 https://doi.org/10.1086/429607