suggests that people who have an in-complete self definition tend to be complete this identity by acquiring and displaying symbols associated with it.
The extended self
external objects that consumers consider apart of themselves: Individual: personal possessions Family: consumers residence and furnishings in it Community: suburb, town which they come from Group-level: attachments to certain social groups
important component of a consumers self-concept. -Female sex roles -Male sex roles Sex-roles and decision-making -automatic decision: one family member chooses a product -syncratic decision: joint family decisions