Previous research uses categorization principles to analyze the interplay between individuals and groups. The present research uniquely employs categorization principles to analyze the interplay between individuals and products. It proposes that consumers classify owned (but not unowned)...

Consumers frequently evaluate their own traits before making consumption decisions (e.g., “Am I thin enough for skinny jeans?”). The outcome of these self-evaluations depends on the standard consumers use and on whether they evaluate “self” in assimilation or contrast to that standard....

Previous research uses categorization principles to analyze the interplay between individuals and groups. The present research uniquely employs categorization principles to analyze the interplay between individuals and products. It proposes that consumers classify owned (but not unowned)...