Part I: WHAT IS THE SELF IN THE CONTEXT OF CONSUMPTION? 1. I am what I do, not what I have: The centrality of experiential purchases to the self-concept Revisited 2. How people use objects to create and defend their identities 3. Authentic self-expression in consumption: misalignments in feeling and seeming 4. From reimagining the self to losing ‘ourselves’ 5. Extended self in a digital age 6. A framework of the extended self in the metaverse: visual self-representation in avatar-mediated environments 7. Blockchain realities: materializing decentralized identities in the metaverse 8. A deeper dive into understanding stigmatized-identity cues 9. Can parents escape the ideology of intensive mothering? Reflections across social classes and geographical contexts 10. The consumer self in pain 11. Gendered Perspectives: Exploring Gendered Patterns in Identity and Consumer Behavior 12. Grasping what is mine and me. Psychological ownership and self 13. The world is my oyster: consumers’ psychological ownership in a spatial computing era 14. Things we love, brand love, and the Self Part II: THE DYNAMIC SELF: TRANSFORMATION, SUPPORT and CONTROL 15. Self-transformation and chronic consumer liminality 16. The modern girl myth: understanding the new Indian woman through her consumption choices 17. Technological shaping of consumer identity 18. Losing cool points: insights from insults among adolescents 19. Aging consumers and consumption 20. Motivated identity construction 21. Compensatory consumption: a material salve for psychological wounds 22. The efficacy of self-repair through compensatory consumption 23. To see and be seen: inclusive design boosts consumer significance, worth and well-being Part III: SOCIAL AND CULTURAL ASPECTS OF THE SELF AND CONSUMPTION 24. Social influence and the self 25. Self-extension, brand community and consumer creation among the Adult Fans of LEGO in the age of social media 26. A brief review of political identity 27. Generational identity and consumption 28. Political identity and its implications for consumer behavior and marketing: a review of the emerging literature 29. Cultural determinants of identity: consequences for consumer behavior 30. Religious Identity and faith-based markets Part IV. MARKETING AND THE SELF 31. Brand relationships and self 32. That Is So Not Me: Dissociating from Undesired Consumer Identities 33. Implications of brand purpose for consumer identity 34. Self-brand connections: motivations, origins, and outcomes 35. Breaking gender binaries in advertising 36. A social identity perspective on aspirational advertising and self 37. Self-presentation versus self-disclosure of consumer behavior on social media 38. Ethnic identity in advertising research Part V. THE SELF AND PRODUCT/PERSON/PERSONA DISPOSAL 39. You can’t take it with you when you go: body disposal as identity expression 40. When do consumers dispose of possessions? The effect of Self-inauthenticity on possession disposal decisions 41. Death Becomes Bowie – Life, Death and Identity of David (Jones) Bowie 42. Evolution of Consumption: Identity Construction and Expression in the Digital Age