The consumer explained from the perspective of the extended self

Adriana Manolică 1 , Teodora Roman 2 , and Ioana Daniela Ciurdea 3
  • 1 Alexandru Ioan Cuza University of Iași, , 700506, Iași, Romania
  • 2 Alexandru Ioan Cuza University of Iași, , 700506, Iași, Romania
  • 3 Alexandru Ioan Cuza University of Iași, , 700506, Iași, Romania


Although the extended self is a relatively new concept, over the years it has developed rapidly, being the subject of study of several marketing researches. Our possessions contribute to reflecting our identity, so it is very important to look at how people expand their self in relation to others and how possessions become part of themselves. We can not hope to understand the behavior of consumers without first gaining a certain understanding of the attention they give to their possessions. The main findings until now show that certain objects accelerate the interest of the consumer for the actual consumption, because the consumption helps define people about what they are. Our aim is to deepen this idea through a survey.

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