The history of objects as carriers of culture has been noted by anthropologists since the early 20th century (De Saussure 1915) and that objects have a social meaning for their possessors and users
Possessions can define the self and become a part of one’s identity even to the extent that the loss of possessions can threaten self-identity (Belk 1988). Given the attachment consumers feel to
Today marketers are keenly aware that our memories of a consumption experience can greatly impact whether we will consume a product or experience again in the future. Yet, there is very little
What makes advertising memorable? One popular approach is to link ads to consumers’ social identities (e.g., gender, lifestyle, race). For instance, sales promotions routinely offer “10% discount
Past research on mental accounting has focused on how consumers create budgets for themselves to control the flow of resources (Thaler 1980; 1999; Thaler and Johnson 1990). This research examines how
