posted on 2004-01-01, 00:00authored byTina Kiesler, Sara Kiesler
We examine Belk’s (1988) construct of self extension experimentally. Participants were given a
small rock and randomly assigned to design the rock for themselves or to sell. The participants
who designed the rock for themselves were more likely than sellers to say the rock symbolized
themselves. Participants whose rock symbolized themselves rated its personality more similarly
to their ratings of themselves than did other participants, and were less agreeable to making their
rock into a product line of pet rocks. We explore process explanations for our results.