You don't seem to be logged in
Go log inGo make a loginPages will open in a new tab. Return here when you are set
The two principles
-
- We merge close others / brands / products into our self-concept, absorbing their abilities, resources, and perspectives as our own
- We are motivated to expand ourselves this way, by absorbing others / brands / products.
When we merge things into our self, it’s often by integrating them into the schemas for one working self-concept or another.
- Because we are motivated to add to ourself in this way, we feel excited while we are making progress towards meeting this goal (i.e., in the early stages of a relationship with a person or product), but this excitement stops when it is integrated in as fully as it is going to get (there logically has to be some maximum possible level).
- It is painful when we lose products and people that we are close to, because our self is shrinking.