Consumers acknowledge that the possessions they own have an intimate tie up with the concept of self. Ownership and utilization of products help the consumers for defining and living out their own identity. For having a better understanding regarding behaviour of customers and the identity generated by it, it is important to acknowledge the meanings being attached by customers to possessions. Possessions are known to be considered as one of the most important element in the concept of self (Siddiqui and Turley 2006). The concept of extended self is an extremely important considered as it helps in defining the nature and extent of the relationship between the concept of self and possessions. Hence, it can be stated that for understanding the concept of extended self, possessing and consumer behaviour play a significant role.
2. Table of Contents
Introduction................................................................................................................................2
What is Extended Self?..............................................................................................................2
Impact on Consumer Behaviour ................................................................................................3
Application of Extended Self Concept ......................................................................................5
Advertisement 1: “Real Beauty Sketches” of Dove ..............................................................5
Advertisement 2: “Can and Will” of Land Rover, UK..........................................................6
Advertisement 3: “Gorilla” of Cadbury Dairy Milk..............................................................7
Advertisement 4: “Real Good Times” of Thomas Cook .......................................................8
Conclusion .................................................................................................................................8
References................................................................................................................................10
3. Introduction
Consumers acknowledge that the possessions they own have an intimate tie up with the
concept of self. Ownership and utilization of products help the consumers for defining and
living out their own identity. For having a better understanding regarding behaviour of
customers and the identity generated by it, it is important to acknowledge the meanings being
attached by customers to possessions. Possessions are known to be considered as one of the
most important element in the concept of self (Siddiqui and Turley 2006). The concept of
extended self is an extremely important considered as it helps in defining the nature and
extent of the relationship between the concept of self and possessions. Hence, it can be stated
that for understanding the concept of extended self, possessing and consumer behaviour play
a significant role.
According to the concept of self, it has been recognized that individuals consumer in ways
maintaining consistency with the sense of generating self- identity. This particular concept
can be widened for understanding the concept of extended self. With respect to possessions,
self- extension is referred to as the contributions made by possessions for the establishment of
identity. Hence, it is important to link these concepts with possessions (Belk 1988).
According to both of these concepts, personality is viewed as being a unified whole, whereas
the other concepts of consumer behaviour consider it is as a specifically different trait.
Personality is considered as being a unified whole as it contributes in reflecting personal
differences.
In light with the theory on consumer behaviour, this paper will be discussing and analysing
the concept of extended self, along with its impact on the buying behaviour of customers.
Further ahead, four advertisement will be selected and discussed as to how these
advertisements have considered or not considered the application of this concept in an
effective manner.
What is Extended Self?
Extended self is proposed and defined as a combination of objects, mainly human beings,
which contributes in the production of an individual physically and an individual considers
them psychologically, and their potentiality by which one can have a sense of their own
identity (Siddiqui and Turley 2006). The concept related to extended- self can be understood
in two different directions. These directions are extension considering objects for creation of
identity with non- human beings and extension considering time that is future beings and past
4. beings. It has been indicated by recent researchers that consumers focus on constructing their
own identity and these are presented by making choices of brand on the basis of congruency
amongst association of brand user and associations of self- image. Considering the concept of
extended self, it has been asserted that individuals do no purchase products just for what is
being done by them, but also for what meaning they can reflect by the possession of these
products (Belk 1988). Therefore, it can be stated that brands are considered as being symbols,
the meaning of which can be used for creating and defining the self- concept for the
consumers.
Brands end up having a close link with the self when a brand holds the position of helping the
consumers for the achievement of goals, the motivation of which is done by the self. For an
instance, brands can be utilized for meeting the needs of self- expression, privately or
publicly (Siddiqui and Turley 2006). These can be served as being a significant tool for
socially integrating or for connecting the others with the past, and these behave as symbols
for the purpose of personally accomplishing, providing self- esteem, allowing one for
differentiating themselves and expressing individuality, and helping people by the transitions
of life.
It has been suggested that there are three main ways by which consumers may come for
regarding an object as being a part of self- identity in its extended form. One way by which
this can be done is by controlling or appropriating an object for the personal utilization. This
is very similar to the point that experience of object can be done as being part of their self-
identity to the limit up to which control and power can be exercised over them (Belk 1988).
The second way by which an object can be incorporated into extended self is by the fact that
ownership comes by transformation. The third way this can be done is by acknowledging
them. This is due to the fact that if one has knowledge about utilizing a specific object, there
will be desire for possessing it and this results in making it a subject instead of just object.
Impact on Consumer Behaviour
In consideration with the theory of consumer behaviour, it can be stated that money
contributes in providing power of buying that provides the ability of creating extended self.
Money contributes in enlarging the scope of extended self as by having accessibility of more
money, one will be able to enlarge their imagination in a significant manner (Cohen 2009).
Money also contributes in providing the power for selectively rejecting or acquiring objects
that can be purchased. Thereby, it refers to the fact that one will have the ability to shape their
5. extended self in a significant manner. Money also considers providing possessions to the
others as a source of creating extended self as well. All of these sources contribute to make
objects as being a significant part of their extended self and are known to be intentional and
active ways of extended self (Belk 1988). Significant examples for extended self with respect
to the products being purchased by consumers, acquiring of clothing, automobiles and
housing can be done being used for making inferences regarding the customers (Cohen
2009). Objects like pieces of craft to the craftsman, land for the farmers, pieces of art for the
artist may end up becoming a part of extended self as consumers intentionally created or
worked on these things, making investment of self and energy by themselves. All of these can
be considered as being active processes for creating extended self. However, objects such as
furnishings for households becomes a significant part of extended self by gaining knowledge
that comes out of habits, these contribute in becoming a significant part of the familiar
landscape in the interiors (Siddiqui and Turley 2006). The extended self is created by
generating memories that are not closely related with the furnishing but is highly dependent
on the individuals using it. Hence, it can be stated that these forms of creating extended self
are not intentional and active. In simple words, it can be stated that extended self is referred
to as those products being purchased by an individual and at the same point of time, this time
becoming a significant part of an individual’s self. It has been identified that there are four
difference degrees related to extended self. These are group, community, family and
individual (Belk 1988). These seem to be having a significant impact on the behaviour of
consumers for purchasing and using products for the development of extended self. These
impacts will be discussed further ahead.
Perceived Value of Conspicuousness
Considering the customers showing preference on consuming prestigious brands, it can be
stated that the conspicuous value of a particular product has a positive relation with it
susceptibility to the influence on reference group (Cohen 2009). For example, it has been
stated that luxurious products that can be consumed publicly have more chances of being
conspicuous products in comparison with the luxury products that are consumed privately.
Perceived Value of Uniqueness
This particular impact has a significant link with personal and interpersonal impacts. In the
most clear context, there is consideration of emotional and personal desire when consuming
or purchasing prestigious brands, but it also results in influencing and being influenced by the
6. behaviour of individuals. With respect to this, it has been revealed that a perceived restricted
supplying of objects contributes in enhancing the value and preference of customers for a
specific brand (Belk 1988). Products being provided at restricted supply seem to be having
higher value, while the products with ready availability are known to be less desirable. These
contribute in commanding prestige and respect. Hence, it can be stated that the concept of
extended self has a significant impact on the demand for a specific product considering its
features and utilization.
Social Value being perceived
According to the bandwagon effect, there is consideration of effect that results in influencing
the lower- end extension of brand. The notion related to extended self can be considered as
being useful for interpretation of prestige value that results in encouraging the bandwagon
effect. This effect has a significant impact on an individual for conforming with the
prestigious brands or/ and for being differentiated from the reference groups that are non-
prestigious (Cohen 2009). These are considered as being the central point of motivation that
underline the consumption of prestigious products. A number of reference groups refer to the
issue to be within demands and pressures on the membership groups of one, and being
attracted by the standard that has been set by another group of references.
Application of Extended Self Concept
Advertisement 1: “Real Beauty Sketches” of Dove
The advertisement that has been chosen for understanding the concept of extended self is that
of Dove. This advertisement has been chosen as the main aim of the campaign itself had been
focused on boosting self- confidence and self- esteem that is a significant part of ones
extended self. The product that is being advertised is for a shampoo.
Plot of the Advertisement
In this particular advertisement, seven females of different background and ages had been
called by a forensic artist trained under FBI. The purpose was focused on creating composite
sketch on the basis of descriptions provided by them regarding their own facial dimensions
and features. Then the artist did not see the ladies he was making sketch of. Further ahead,
these women had a conversation with one of the female candidates, and then another sketch
was made on the basis of the other female candidate based on the description provided the
other candidate. None of the female candidates had knowledge about what was happening.
7. On completing the sketches of all female candidates, based on their own description and the
ones provided by the other candidate. Further ahead, both the sketches were exposed in front
of the respective candidates, and it had been found that the sketch made by the description
provided by the other candidate was more similar to the actual facial features in comparison
with the sketch developed based on their own description. This ad had been established for
targeting the self- esteem of women while promoting the product of shampoo.
Application of Theory
The main purpose of this advertisement had been focused on celebrating the natural and
obvious physical variations that are being embodied by all females and inspiring them for
having the confidence of being comfortable with each other. The mission of the ad had been
focused on creating a world in which beauty should be considered as a source of generating
confidence, rather than the creation of anxiety. Considering these particular aims and
objectives, it can be stated that the marketers had been focused on communicating their
message with the customers that beauty has no definition and every individual have their own
ways of defining themselves as beautiful. Hence, according to this advertisement, women can
enhance their beauty by using Dove shampoo and boost their confidence by feeling beautiful,
and this results in enhancing the concept of extended- self amongst the customers. The
concept has been used in a significant manner and the main focus of the advertisement is
intact over the concept of extended self.
Advertisement 2: “Can and Will” of Land Rover, UK
The second advertisement that has been chosen for the purpose of analysis and discussion is
the advertisement of “Can and Will” to deliver the message that one can end up going and
reaching anywhere with the attitude of the brand, Land Rover. This advertisement has been
chosen because it provides the direct message of doing something that one is willing to do
even if it has to be done again and again.
Plot of the Advertisement
The advertisement has been set for the duration of 60 seconds that feature individuals
embodying the spirit of “Can and Will” that include Mike Goody, who ended up losing his
leg in Afghanistan and aims on representing the Invictus Games in UK. All that is being
expressed by these individuals is that “Don’t tell me I can’t, as I will and I can.”
Theoretical Application
8. This campaign celebrates the spirit of being highly determined by which one is able to hold
the ability of completing every single activity as they believe in themselves. By enhancing
the spirit of determination amongst the general public, the marketers have reflected the
attitude of vehicles being provided by Land Rover for conquering some of the most
inhospitable spots all across the globe. This contributes in reflecting the concept of extended
self in a significant manner. Hence, it can be stated that the message being delivered by the
marketer
s is done in a way that by acquiring the new ranges of Land Rover, one will be able to
enhance the spirit of determination that plays a significant role in the establishment of
extended self. Hence, it can be concluded that the concept has been used in a significant
manner and the main focus of the advertisement is intact over the concept of extended self.
This is being done by considering the emotional and functional benefits of acquiring the case.
The self- expressive advantages are the one allowing brands for becoming symbols related to
the self- concept of an individual. Vehicles can be acquired for expressing their social status
and their purchasing power in the society and stay intact with the generation of extended self.
Advertisement 3: “Gorilla” of Cadbury Dairy Milk
This ad had been extremely popular providing solid evidence that clever advertisement can
contribute in creating short memories. This particular d has been chosen as it does not seem
to reflect the concept of extended self. The launch of this advertisement had been done for the
promotion of Cadbury Dairy Milk chocolate.
Plot of the Advertisement
The most important part in the plot of this advertisement had been Gorilla. The advertisement
involves a simple shot of 90 seconds with the camera revolving around the music studio and
the music being played on the background is “In the air tonight” by Phil Collins. A gorilla of
large size sits at the kit of drum that plays along with the famous drum fill of the song.
Theoretical Application
Considering the background of this advertisement, it can be clearly stated that there is no
specific consideration towards the concept of extended self. The proposal of this particular
advertisement has been focused on taking a step away by pushing the chocolate by traditional
sources of advertisement, and instead producing the pieces of entertainment that seems to be
appealing the wider range of customer and spreading by the techniques of viral marketing.
9. With the passage of certain events and occurrence of certain events, the image of Cadbury
Dairy Milk had ended up becoming negative. Hence, the placement of this advertisement had
been done for linking with the public in a positive manner again. The use of this
advertisement had been done for boosting the amount of sales in a significant manner,
involving higher engagement of brand as well.
Advertisement 4: “Real Good Times” of Thomas Cook
The advertisement has been placed for delivering the message that the actual good times are
when one goes on a holiday. Being an agency of travel and tourism, the organization has
placed the advertisement for expressing the positive benefits of going on holidays and
spending time with family. Hence, this particular advertisement focuses on showing different
people on different holiday destinations. This particular advertisement has not been placed
with respect to the concept of extended self. However, the organization has not considered
the utilization of celebrities and their identity while enhancing the meaning of holiday by
expressing the happiness of general public (Belk 1988). This particular message has been
expressed with the main aim of expressing happiness and being in a family rather than
enhancing their individual identity. Hence, this advertisement has promoted the benefits of
going holidays and having fun rather than focusing on the enhancement of individual
personality.
Conclusion
There are reasonable facts for asserting that as possible self- concept play a significant role in
functioning of motivation in order to guide the behaviour of consumers. Most of these
activities will be involving certain categories of acquisition, disposition or consumption
behaviour related to interest for the researches on customers (Siddiqui and Turley 2006).
Incorporating the possible factor of self may contribute in being a valuable tool to uncover a
number of different types of motivations that has not been considered as a significant way for
addressing the present conceptions related to self- recognition in the behaviour of customers.
Consistency being maintained in the concept of extended self, possible selves would be
allowed in order to completely encompass the construction for integrating future, present and
past self. By making extension in the concept of self for incorporating what are the hopes and
fears of the customer, behaviour of customers can be considered as covering a number of
different aspects related to consumption (Cohen 2009). This includes the concept of
possession that has a close link with consumer’s purchasing power.
10. As stated within the advertisements as examples of reflecting the concept of extended self, it
can be stated that a number of categories of services or products are being marketed
essentiality with the main aim focused to assist the customer in the achievement of a positive
attitude and self- identity, or to avoid a negative attitude and self- identity in front of the
customers (Siddiqui and Turley 2006). All of these elements of extended self, have a
significant impact on the attitude and behaviour of consumer for purchasing that particular
product. As a point of conclusion, it has been asserted that individuals do no purchase
products just for what is being done by them, but also for what meaning they can reflect by
the possession of these products in a significant manner.
11. References
Belk, RW. 1988. "Possessions and the Extended Self," Journal of Consumer Research, pp.
139-168.
Cohen, JB. 2009. “An Over-Extended Self?" Journal of Consumer Research, pp. 125-128.
Siddiqui, S. and Turley, D. 2006. “Extending the self in a virtual world,” Advances in
Consumer Research, 33, pp. 647-648.
