Reshaping product meaning by identification
‘Identifying with a product’ entails that a person wishes to associate himself with that product, and possibly values it as an extension or addition to his or her personality. The product gets an extrinsic value or meaning that can be added to his or her personality, almost as an extension of that person. This strategy is commonly used in many areas of product design. Personalization enables the user to select or alter the product in such a way that it matches and expresses his or her identity, by providing lifestyle elements for example. If properly integrated this intervention can imply feelings of pride, joy, status and a sense of belonging instead of shame and stigma.
By personalizing a product’s appearance, the consumer directs time, effort, and attention to the product. In other words, the consumer invests energy in a product. Several scholars have argued that for instance product attachment is related to the psychical energy invested in a product (Belk 1988, Csikszentmihalyi et. al 1981).