Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives

This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative. In the face of social forces pushing toward identity fragmentation, interviews reveal three different strategies, labeled “demarcating,” “compromising,” and “synthesizing” solutions, for creating a coherent self‐narrative. Findings are compared to Belk’s “Possessions and the Extended Self.” Most claims from Belk are supported, but the notion of a core versus extended self is critiqued as a potentially confusing metaphor. The roles of loved objects and activities in structuring social relationships and in consumer well‐being are also explored.