An Exploratory Study on Consumer-Object Relationship of iPhone

Abstract

Over the years academic studies on consumption has been predominantly in the pre-acquisition phase of consumption of goods and services with less emphasis on post-acquisition phase. This study attempts to explore the consumption and possession phase of consumption circle. It is very important to research on how consumption of possessions have been after purchase, and explore as to how this can further help in understanding the consumption experience of individuals. The consumer behavior of iPhone owners was put into consideration with respect to the kind of relationships they have with their possessions, what identity is being constructed from the owning of an iPhone, the product meanings the possessions have for the acquirer of the mobile device, and to get an understanding of, if the iPhone is considered by possessors as part of self based on existing theories in consumer research studies. The key execution from this research through the findings are that object meanings are firstly obtained from the public and transformed to private as a result of continued interactions. These interactions have been found to elicit emotions that lead to a relationship irrespective of motives behind the consumption of the iPhone.

Keywords: Possessions, Person-Object Attachments, Identity, Objects as Extended Self, Consumption, iPhone.