One can consume indirectly through one's dependents, so that consumption that improves their extended self improves one's extended self, of which they are a part. These findings suggest a complex situation in which a spouse can be both an extension of oneself and a rival (Belk, 1988). Understanding attachment helps consider the emotional aspects of product ownership. Engagement appears to be like attachment but theoretically it is not. Attachment can be described as the extent to which an object that is owned, expected to be owned, or previously owned by an individual or is used by that individual to maintain his or her self-concept (Ball & Tasaki, p.158 ). The level of attachment will vary consistently with the type of object, the stage of ownership, the time of disposal, behaviors related to protection and maintenance of the object and the amount of effort and money devoted to them (Ball & Tasaki, 1992) . The extent to which an object is then used to maintain identity will vary based on the relationship between the person and the object. Attachment would be expected to increase...