Evolution of the extended self: how experience consumption goals shape the extended self
Creators: name: Gallagher, Donna
Publisher: name: RMIT University
Year: 2024
Subjects: classificationCode: 350699
subject: Marketing not elsewhere classified

description: This thesis explores how experience consumption goals (ECGs) shape extended self (ES). These are not typically routine, everyday goals but are instead personally transformational experiences that transcend typical levels of meaning. The theory of ES postulates that the sense of self is expanded by important possessions and diminished when such possessions are lost or stolen. Less clear is what happens to the sense of self when voluntary disposition practices that result in the actual or psychological separation of a consumer from their important possessions occurs. It has been suggested that people’s goals shape their ES, but little research has been devoted to how this transpires. The loss of possessions can represent a loss of self, but as we do not know enough about the role goals play in shaping ES, we cannot fully determine the effects of goal abandonment on the sense of self.

This study employs a constructivist, interpretivist approach using qualitative research methods for the collection and analysis of netnography and interview data. A theoretical model reveals the consumption practices to establish, pursue and complete ECGs. This study reveals the temporality of consumption practices associated with ECGs and how these practices shape the relationships between consumers and their possessions. Importantly, the role goal abandonment plays in shaping ES is uncovered.

These consumption practices are presented in three stages of the evolution of ES: Unfolding, Progression and Fulfilment. During stage 1, Unfolding, ES is revealed and shaped by consumption practices classified under two themes: Disclosure and Safeguarding. Disclosure involves initialising ECGs and making intentions known, while Safeguarding includes organising, protecting and displaying goals. Here, the state of possession occurs. At this stage, ES begins to unfold as the intrinsic value of experience consumption goals causes the self to extend outwardly. In stage 2, Progression, the focus of consumption practices is on protecting an ES. Here, two themes emerge: Drawbacks and Pursuit. Drawbacks or obstacles that threaten to erode the intrinsic value of ECGs are overcome. Pursuit refers to those consumption practices employed when seeking goal attainment. In stage 2, the self is extended through practices that preserve the ongoing value of ECGs as possessions. The third stage, Fulfilment, is when the focus is on ES by the Completion of the ECGs. Consumption practices concern rituals of goal attainment. However, goal attainment can involve abandoning the original ECGs by renegotiating the criteria for success and subsequently rationalising how goals were attained. Often, the goal content (objective) of an ECG is abandoned, the goal instead satisfied by a similar, lesser or different result. Neutralisations that offset the abandonment of ECGs are often implemented to maintain ES. In stage 3, ES that began when the ECGs were established is shaped by goal Completion.

This thesis contributes to marketing literature and marketing practice. From a theoretical standpoint, this study fills a gap in the literature and advances the understanding of ES. From a managerial perspective, the findings can inspire new product alternatives by influencing servicescape elements and inform marketing strategies to position experience products as fulfillers of ES, which is important as the demand for experiences grows and the market becomes more competitive to keep up with the supply.

First, this study continues the relevancy of the theory of ES in the face of new consumption paradigms influenced by the access and experience economies. Ignoring new consumption contexts limits the continuing evolution of the theory and how it adapts to consumer behaviour within these environments. My findings provide an extension to prior research by advancing understanding of how a different kind of possession shapes ES. A great deal of research has explored the role of material and digital possessions and ES; however, my research fills an empirical gap in support for Belk’s (1990) notion that the things people intend to do have implications for their identity. In establishing ECGs as possessions, I offer an original perspective of how possessions shape ES. This perspective is valuable if the theory of ES is to remain relevant as the access and experience economies continue to disrupt possession and ownership and new paradigms of ES emerge (Morewedge et al., 2021).

By demonstrating the significance of ECGs for identity, my research can inform marketing strategies to position experience products as fulfillers of ES. A deeper understanding of the value consumers place on experiential purchases is important for two reasons. First, as the demand for experiences grows and the market becomes more competitive to keep up the supply, businesses that appeal to an imagined future self may find a competitive edge. Second, the authenticity of experiences is being redefined as people renegotiate what it means to have an experience. Insights into how consumers are redefining experiences can shape marketing strategy by inspiring new product alternatives and influencing distribution methods and servicescapes.

The second contribution this thesis makes is derived from the temporality of consumption practices associated with ECGs. I extend the body of work on the temporality of consumption by exposing the role temporal factors of possession play in shaping identity. This has implications for accounting for how people consume experiences and the temporal experiences encountered while doing so. A greater understanding of the consumption practices of ECGs and how these practices shape ES offers valuable insight into how people consume experiences. As people renegotiate what it means to have an experience and the authenticity of experiences is being redefined by emerging technologies like the metaverse, marketers can leverage this insight to facilitate the purchase of new experience products and services.

In seeking to explore ECGs and ES, this study reveals distinct consumption dynamics that diverge from other perspectives of ES. These dynamics can be leveraged by marketers to influence the way people consume experiential products. In addition, the research model used in this study could potentially underpin future studies exploring other types of goals beyond the context of ECGs.