{"id":2158,"date":"2023-09-28T00:12:01","date_gmt":"2023-09-28T00:12:01","guid":{"rendered":"https:\/\/illuminated-text.com\/cb\/?p=2158"},"modified":"2023-12-06T14:15:20","modified_gmt":"2023-12-06T14:15:20","slug":"self-expansion-theory","status":"publish","type":"post","link":"https:\/\/illuminated-text.com\/cb\/self-expansion-theory\/","title":{"rendered":"Self-Expansion Theory"},"content":{"rendered":"\n<p class=\"has-text-align-center wp-block-paragraph\">(Photo <a href=\"https:\/\/unsplash.com\/photos\/9Eheu3sIgrM\">credit<\/a>)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A word of introduction:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This theory is much newer than the self-symbolic one, and is far less well-known. If you (and\/or your instructor) want, you can probably skip it. That said, here are 3 reasons to keep reading:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>It helps explain a few things better than the other theory does<\/li>\n\n\n\n<li>It gets deeper into the psychology of how it all works<\/li>\n\n\n\n<li>It&#8217;s honestly a lot of fun.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Why is it so much fun? It&#8217;s an extension of theories on how humans get attached to each other; so the fastest way to learn it is by talking about dating, breakups, and all that good stuff.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you <strong>don&#8217;t <\/strong>like that kind of thing, then consider yourself warned.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"suit-excitement\">So. Remember our example of a student getting their first job?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Just imagine being that former student. It&#8217;s Monday morning, you get up early, put on your previously little-used suit, get it adjusted, and look at yourself in the mirror. Long and hard. Deep breath. How does it feel?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Extra scary? Extra exciting? Both mixed together?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Probably. Excitement is your brain&#8217;s way of gearing you up to do things that are new but potentially rewarding, and scared is how your brain tells you to be careful when it thinks things could go badly wrong.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But why do you get an extra jolt of those emotions from looking in the mirror at your new-ish suit?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Huh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#8217;s talk about some other things, and see if we have found any better answers in a while.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Self-Expansion Theory<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This started as a theory about humans having close relationships with each other, such as when they are dating. We are going to start off talking about it that way &#8211; as people dating &#8211; because it&#8217;s <s>more fun<\/s> a good way to come to understand the theory. We&#8217;ll get to the consumer version soon enough (we promise), so stick with us here:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Self-Expansion Theory has two main premises:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>We merge close others into our self-concept, absorbing their abilities, resources, and perspectives as our own<\/strong><\/li>\n\n\n\n<li><strong>We are motivated to expand ourselves this way, by absorbing others.<\/strong><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">You probably don&#8217;t need much convincing on the second part of that: we humans spend a lot of time and energy and money trying to meet each other, spend time with each other, and even get married to each other (hitched.co.uk surveyed their readers and found <a href=\"https:\/\/www.hitched.co.uk\/wedding-planning\/organising-and-planning\/the-average-wedding-cost-in-the-uk-revealed\/\" data-type=\"link\" data-id=\"https:\/\/www.hitched.co.uk\/wedding-planning\/organising-and-planning\/the-average-wedding-cost-in-the-uk-revealed\/\">an average spend of nearly \u00a320,000<\/a> on a wedding &#8211; that&#8217;s around 25,000 American dollars). We&#8217;ve invented entire ecosystems of apps for the exact purpose of meeting (and occasionally ghosting) each other.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first part is a little more cryptic though. Do we &#8220;merge close others in&#8221;? What does that even mean?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It actually might not be as counter-intuitive as you think: Pick someone who is close to you &#8211; perhaps a parent or caregiver, perhaps a best friend, perhaps a romantic partner (heck, you can do this for all of them). Which of the following pairs of circles best represents you and this other person:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"859\" height=\"300\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Aron-aron-inclusion-scale.jpg\" alt=\"A series seven numbered pairs of circles that increasingly overlap, like a Venn diagram. In each case the first circle is labelled &quot;self&quot; and the second is labelled &quot;other&quot;. The first pair has the two circles barely touching, with no overlap. The second pair has a little overlap, and this progresses to the seventh pair that has almost complete overlap\" class=\"wp-image-2297\" style=\"object-fit:cover\" srcset=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Aron-aron-inclusion-scale.jpg 859w, https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Aron-aron-inclusion-scale-300x105.jpg 300w, https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Aron-aron-inclusion-scale-768x268.jpg 768w\" sizes=\"auto, (max-width: 859px) 100vw, 859px\" \/><figcaption class=\"wp-element-caption\">This measure is called &#8220;Inclusion of Other in Self&#8221;, or &#8220;IOS&#8221; <span class=\"zp-InText-zp-ID--4193465-GEE3N8GE--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:GEE3N8GE}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>. There is no truth to the rumour that Apple named their mobile operating system after it#up<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. We know this for sure because it we invented the rumour<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">So, number one? Two maybe? People actually tend to give numbers like 5 or 6 for their closest relationships#up. They seem to find this question pretty easy to answer, too, and feel it&#8217;s a good description of how they really are with this other person.<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. If you feel single and bitter you are permitted to gag at the nauseatingly smug couples saying \"ooh, we're so much the same person!\"<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">So it fits in an intuitive way, but there are plenty of intuitions about people that seem reasonable but that just are not true. For instance, it seems intuitively obvious that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a food as yummy as <a href=\"https:\/\/en.m.wikipedia.org\/wiki\/Poutine\">poutine<\/a>#up is should have spread far beyond Canada&#8217;s borders<\/li>\n\n\n\n<li>hundreds of years of innovation in women&#8217;s clothing should by now have discovered that pockets are incredibly useful <\/li>\n\n\n\n<li>our poetry should appear in all major anthologies#up.<\/li>\n<\/ul>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Yummy, yes. Healthy, no. But that never stopped bacon cheeseburgers!<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">And yet, contrary to any good sense, these things are all false.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So is there any evidence for this self-merging business? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There does seem to be some. For example:<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. An example poem:<br>Title: \"My career as a model\"<br><br>\"Nearly had it all \/<br>I had everything \/<br>But the looks\"<br><br>(eat our pixels, Pushkin)<\/pre>\n<\/div><\/div>\n\n\n<h5 class=\"wp-block-heading\">A study: <\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">There&#8217;s a slightly complicated study that we are going to compress a little like this: Imagine that you are a participant. The experimenter first asks you to answer a large number of questions about what you are like (&#8220;how funny are you?&#8221;, then &#8220;how talkative are you&#8221;, then &#8220;how literary are you&#8221;, etc). Then they have you choose someone who is close to you (or who isn&#8217;t) and ask you those same trait questions all over again, except this time they are about what the other person is like. So now the experimenter knows which traits you share with this other person, and which traits describe only one of you. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Next, a computer shows you these &#8216;trait&#8217; words again, one a time (&#8216;talkative&#8217; and &#8216;literary&#8217;, etc) and this time you have to push a button as quickly as you can to indicate whether each word is &#8216;me&#8217; or &#8216;not-me&#8217;. The computer times how long you take for each word. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So what happened?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It turns out a couple of things <span class=\"zp-InText-zp-ID--4193465-XVZA2GVJ-_-4193465-ZLZ3B3SP--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:XVZA2GVJ},{4193465:ZLZ3B3SP}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>#up, but the most interesting is that people were slightly slower at making those &#8220;me \/ not-me&#8221; judgments when it was on a trait that they did not share with the other person &#8211; but only if it is someone who is close to them. <\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. This original Aron article did several its experiments on tiny samples of participants (as small as 10 people), and studies like that are how we ended in the replication crisis (<a href=\"https:\/\/illuminated-text.com\/cb\/where-does-cb-knowledge-come-from\/#replication-crisis\">recall<\/a> from our intro). Fortunately Zickfield and Schubert replicated it with a much larger sample, and using slightly more sophisticated data-analysis techniques<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s quite a mouthful, so let&#8217;s play out what it means: Say that you think of the other person as &#8216;literary&#8217; but not really yourself (or vice versa). Given that you&#8217;ve just finished answering a very long list of questions about what this person is like, thoughts about their traits are presumably very accessible in your memory. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, if this is someone that you are <strong>not <\/strong>close to then when the computer pops the word &#8220;literary&#8221; onto your screen, your brain says: &#8220;nope. Maybe them, but not me&#8221;, and you quickly hit that &#8216;not-me&#8217; button.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But if that other person <strong>is<\/strong> very close to you then your brain has to try harder to do that same thing. Why harder? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because you have started to merge that other person into your sense of self (so goes the argument). This means that you spend time together, you do things together, you think about each other, and you start mentally tangling yourselves in with them. If they are really into books, then you probably start to get involved with a little book talk here and there &#8211; maybe they even get you to read something now and again, and take you to some parties with other artsy people. When the computer asks you if &#8216;literary&#8217; is &#8216;me&#8217; or &#8216;not-me&#8217;, then it might take you an extra moment to stumble through mentally untangle all this, before realizing &#8220;nope, that is them, not me&#8221;. That delay is so small you might not notice it &#8211; it&#8217;s only a fraction of a second &#8211; but it&#8217;s long enough that a computer can pick it up, at least when it has hundreds of trials of data to sift through.<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js understand\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h5 id=\"at-21580\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">&#8220;Is there a game I can play that will make this more clear?&#8221;<\/h5><div id=\"ac-21580\" class=\"c-accordion__content\">\n<p class=\"wp-block-paragraph\">Who doesn&#8217;t love games! Fair enough.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;re going to show you two &#8216;accordions&#8217;, each with 20 words inside.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your task for this first accordion is to read the words inside as fast as you can, <strong>but<\/strong> after every word that you read, you must tap your hand on your desk (or on your leg if you need to be quiet). When you get to the end of the list, say &#8220;done&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For extra fun and learning, time yourself with a stopwatch:<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h5 id=\"at-21581\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Accordion 1. Tap your hand after reading each word. Ready&#8230; get set&#8230;<\/h5><div id=\"ac-21581\" class=\"c-accordion__content\">\n<p class=\"wp-block-paragraph\">swimsuit, tower, nurse, seagull, stapler, bucket, butcher, starfish, towel, crates, sparrow, broom, sunscreen, crab, slug, streetlight, sand, snowsuit, boardwalk, waves<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">There you go! How long did that take?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nice work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now here is the second accordion. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your task for this one is exactly the same, except that you should tap <strong>only<\/strong> if the word is something that you would commonly find at a beach. So, for instance, you would do a tap for &#8220;plastic spade&#8221; but not for &#8220;tumble dryer&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Again, try to time yourself.<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h5 id=\"at-21582\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Accordion 2. Tap your hand after each word IF it is something you would commonly find at a beach. Read&#8230; get set&#8230;<\/h5><div id=\"ac-21582\" class=\"c-accordion__content\">\n<p class=\"wp-block-paragraph\">swimsuit, tower, nurse, seagull, stapler, bucket, butcher, starfish, towel, crates, sparrow, broom, sunscreen, crab, slug, streetlight, sand, snowsuit, boardwalk, waves<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Nice work! <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I bet you were way faster on that second one because you only had to tap half as many times, and you were practised because the words were all the same as the first set&#8230; Right?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You went slower? And it was harder work too?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ok, fine, there&#8217;s a reason it was slower: Psychologists have known for a while now that people are much faster at recognizing things than they are at making judgments about those same things &#8211; and by &#8220;a while&#8221; we mean &#8220;since the 1860&#8217;s&#8221; <span class=\"zp-InText-zp-ID--4193465-Y7DQ68FY--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:Y7DQ68FY}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>#up. <\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Attention nerds: Take a quick skim of <a href=\"https:\/\/doi.org\/10.1016%2F0001-6918%2869%2990065-1\" data-type=\"link\" data-id=\"https:\/\/doi.org\/10.1016%2F0001-6918%2869%2990065-1\">that Donders article<\/a> if your library gives you access. It shows not only the endearingly different way that the Victorians wrote research articles than we do now, but also how amazingly creative they got at learning from human reaction times despite very limited technology (by modern standards)\n(to be clear, that word is used affectionately. Nerds are our people)<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">Why should decision-making slow you down so much? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because your brain has to do a lot more work. It can&#8217;t move on as soon as it at understood the word, it has to pause to also dredge through what it knows about beaches, and examine that for any overlaps. And if it finds any matching then it has to decide whether it is a big enough one to care about. All that extra processing took you some extra time to do &#8211; our thinking might feel like it is instantaneous, but it isn&#8217;t really.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The point is that the way that all this extra mental work slowed you down is probably similar to the way that extra mental work was slowing some participants in that psychology study. They weren&#8217;t debating inside their minds about how commonly sparrows are found at beaches (I mean, there&#8217;s nothing <strong>stopping<\/strong> one from flying there, right), but they may have been thinking something along the lines of: &#8220;Am I literary? A bit, yes, but it&#8217;s really my partner&#8217;s influence, so&#8230;&#8221;. That extra thinking didn&#8217;t take them very long &#8211; just a fraction of a second &#8211; but it was long enough that a computer could measure it (given enough trials to average over &#8211; or so the psychologists argue). <\/p>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Mapping it out<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We know, we know! This does all sound like we are trying to shoehorn poetry into a business class. How can you really &#8220;merge&#8221; two people? People can touch each other, certainly, but merging sounds like something that would require horror movie special effects. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But let&#8217;s go back to what we learned in our memory chapter, and try and map out the links and nodes in their LTM. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ll start with a simple version &#8211; one that doesn&#8217;t have any other people in it&#8230; yet!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Self-expand-me-1.svg\" alt=\"Another of our cognitive maps with ovals linked by lines. In the centre is a black oval labelled 'me'. Linked to this are a cluster of mutually interconnected nodes on the right side that are all coloured blue. These say 'quiet' and 'study hard' and 'CB' and 'smart'. Underneath this is a big blue label saying &quot;student self&quot;. To the right of 'me' is another mutually interconnected set of ovals. These are in gold, and are labelled 'runner' and 'fast' and 'Ugh... 6 am runs frown-face'. Underneath this cluster is a big gold label that says &quot;Athlete self&quot;\" class=\"wp-image-2326\"\/><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\">A brief pause for two handy psychology terms<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">See those clusters of nodes that are all tightly integrated with each other? The blue ones and the gold ones? Psychologists call these bundles of ideas &#8220;<strong>schemas<\/strong>&#8220;. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They are pretty useful things because they help you think about complicated things in coherent and often useful ways. For example, when this person thinks about running that might trigger their runner schema, which will then start prompting them to think other relevant thoughts (such as going on morning runs). These thoughts might then partially displace whatever else had been clogging up their working memory, and that might prompt them to get past their distractions and out for that nice fast run! <\/p>\n\n\n\n<div class=\"wp-block-group definition_block has-background is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-14d7fe8f wp-block-group-is-layout-flex\" style=\"background-color:#fcb90017\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"definition_term wp-block-paragraph\"><strong>Schema<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"definition_definition wp-block-paragraph\">A bundle of ideas that are tightly connected in memory. These are often for useful things like a role (e.g., being a student), an activity (e.g., how to eat at restaurants), or a skill (e.g., building with wood), etc.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js interest\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h5 id=\"at-21583\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Do schemas tell me anything about learning<\/h5><div id=\"ac-21583\" class=\"c-accordion__content\">\n<p class=\"wp-block-paragraph\">What a good guess.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the memory chapter we recommended an episode called <a href=\"https:\/\/www.artofmanliness.com\/career-wealth\/career\/podcast-927-beyond-lazy-learning-the-keys-to-gaining-and-retaining-knowledge\/\" data-type=\"link\" data-id=\"https:\/\/www.artofmanliness.com\/career-wealth\/career\/podcast-927-beyond-lazy-learning-the-keys-to-gaining-and-retaining-knowledge\/\">&#8220;beyond lazy learning&#8221;<\/a> from a (rather oddly named) podcast. It is an interview with a cognitive psychologist giving advice on how to get better at learning. He doesn&#8217;t ever use the word &#8220;schema&#8221;, but he nevertheless talks about them quite a lot (particularly in the later parts of the episode when he talks about note-taking vs. highlighting the textbook). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A lot of this talk revolves around shallow vs. deep learning (<a href=\"https:\/\/www.aft.org\/ae\/winter2002\/willingham\" data-type=\"link\" data-id=\"https:\/\/www.aft.org\/ae\/winter2002\/willingham\">here<\/a> is a page where he elaborates on some of the same key ideas, but in writing and addressed more towards teachers). His point is that as a beginner we tend to focus on surface features of what we have been taught, such as what the examples were about, and we find it difficult to pick out what the deeper underlying ideas are. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, beginner physics students will say: &#8220;these questions are the same because they are about string, and those are the same because they are about wedges&#8221;, whereas expert phycists will say &#8220;no, these questions are the same because they are all about using Newton&#8217;s second law, and those questions are the same because they are about his third law&#8221;. The difference is that beginner physicists have very patchy schemas for the things they are trying to understand, so they latch onto things that seem similar from what they do know (&#8220;these are all about swinging bits of string&#8221;), instead of finding the connections that might be more truly helpful. The experts have much denser and better-developed schemas, so they are able to quickly see how large numbers of different examples all link to the same underlying useful ideas. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Part of your job in learning anything (such as, say, CB ) is to actively build up schemas by adding new elements, connecting them to the right other ideas that you have learned, and pruning out less useful connections to reduce clutter. This is how you build really useful mental maps that help you understand new things, and it is hard work &#8211; in the podcast they compare it to lifting weights: if it feels easy, you probably aren&#8217;t taxing yourself hard enough to get better at it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If this book were written for slightly different purposes, schemas would be a whole organizing principle of their own. It&#8217;s a <strong>really<\/strong> useful idea.<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">As we learned in our memory chapter our long-term memory (where these maps live) can hold an unlimited number of things, but your working memory can only hold a very few of those things at a time. If our hypothetical person is thinking about their student self here, then they probably don&#8217;t have much room to also be thinking of themselves as an athlete at the same time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"Working-self\">The upshot is that most of us have several different self-concepts. Whichever one is activated at a current time is our &#8220;<strong>working self<\/strong>&#8220;. You will often shift working selves many times within a day. <\/p>\n\n\n\n<div class=\"wp-block-group definition_block has-background is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-14d7fe8f wp-block-group-is-layout-flex\" style=\"background-color:#fcb90017\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"definition_term wp-block-paragraph\"><strong>Working self-concept<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"definition_definition wp-block-paragraph\">A self-schema that is activated (if any is) at the current moment<\/p>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Back to self-expanding <\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">So we have our hypothetical person who has student and athlete self-schemas. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now let&#8217;s imagine that this person meets a girl (it could be a boy too, but for example purposes let&#8217;s say it&#8217;s a girl).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They are attracted to this girl, and she is attracted to them. The two of them manage to communicate their desires to each other, they go on some dates, and their dating goes well. Our hypothetical person now has a new girlfriend (GF). Happy days!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The real joy in relationships, of course, is in cognitively mapping them#up, so let&#8217;s do that.<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Note to author's partner: This is just something we tell the students. Don't make me sleep on the couch<\/pre>\n<\/div><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Self-expand-me-and-gf-1.svg\" alt=\"Same as the last diagram, but now we have a node for &quot;GF&quot; (girlfriend) thinly connected to &quot;Me&quot;. Girlfriend has its own bundle of nodes: &quot;literary&quot; and &quot;her friends&quot;, and shares the &quot;quiet&quot; node with me. The girlfriend bundle of nodes have been coloured green (and the word 'quiet', which is shared is now in mixed green and blue letters)\" class=\"wp-image-2328\"\/><figcaption class=\"wp-element-caption\">Starting to merge&#8230;<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s early in their budding relationship, so the mental link between &#8216;me&#8217; and &#8216;GF&#8217; is still fairly weak here. They do both share the node &#8216;quiet&#8217; though (aww, it&#8217;s adorable they have things in common). If they keep going out for long enough, their merging may continue:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Self-expand-me-and-gf-2.svg\" alt=\"Same as the last diagram, but the GF node is more developed (and the blue student nodes have been dropped to reduce clutter). Now 'GF' is more strongly attached to 'me', there is an extra 'hanging out' node attached to 'me' and 'GF', and there is a thin connection from 'me' to 'literary' (one of the GF's nodes)\" class=\"wp-image-2329\"\/><figcaption class=\"wp-element-caption\">Look who has a whole new identity role now!<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">By now this person has developed a relationship schema &#8211; a &#8216;partner&#8217; working self to go along with their older selves of &#8216;runner&#8217; and &#8216;student&#8217; (we dropped the student one from the diagram, just make it less cluttered &#8211; it&#8217;s not gone away really#up). <\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Yes, 'quiet' belongs in two schemas now: student and partner. That's fine. It can be activated by either one, whenever it makes sense to do so. This sort of thing happens often: the same concept can be tagged into many schemas<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">Here is another (smaller) way of drawing the exact same thing:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Self-expand-me-and-gf-3-simple.svg\" alt=\"Two highly overlapping circles. One labelled 'me', and the other labelled 'GF'\" class=\"wp-image-2337\"\/><figcaption class=\"wp-element-caption\">Wait, this diagram looks familiar! We&#8217;ve seen something like this already&#8230;<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">From this you can start to see a few things:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thing one is what Self-Expansion Theory means by its first premise (which says, if you recall: &#8220;We merge close others into our self-concept, absorbing their abilities, resources, and perspectives as our own&#8221;). If you are in a relationship with a person you probably do a lot of things together, you help each other out (giving rides to places perhaps, or borrowing things), and so on. If you keep doing this for long enough, it becomes your new &#8216;normal&#8217;, and you might start to encode more and more links between yourself and things about this partner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thing two that we can see now, is how this merging might cause us to make many little hesitations and pauses when some fancy psychologist gives us a reaction time computer task that makes us try to disentangle their traits from ours. Traits you share in common are easy: &#8220;am I quiet? Yep!&#8221;. Traits you don&#8217;t share are more difficult because you have to sift apart which bit belongs most to whom.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">That&#8217;s premise one. But does this tell us anything about premise two?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">What a great question. It does, actually.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recall that premise two says &#8220;We are motivated to expand ourselves this way, by absorbing others.&#8221; We agreed earlier that this seems to be generally true; People do indeed spend a lot of time and energy trying to connect with other people. But now we can start to have a clearer idea about why they would do this: who wouldn&#8217;t want to add all those abilities and resources and new ways of seeing the world into their self#up?<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Quick reminder: Our examples here are of romantic partners, but emotional closeness happens in other types of relationships too (good friends, etc)<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">It gets even more interesting, though, when we realize that a motivation to merge with others is a goal, and then we start combining this with what we learned about goal dynamics in our chapter on motivation (do you remember? Activation, stickiness, and release &#8211; pause to remind yourself of that content if it helps).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#8217;s play it out: Our hypothetical person meets this girl and forms a goal of dating her. If she isn&#8217;t interested then their goal will be blocked (recall, that feels frustrating). But if she is interested then our person starts experiencing rapid progress towards their goal of self-merging. And, as we learned previously, achieving goals feels very rewarding. And if getting coupled up is a very big goal for them, then they might be experiencing rather intense positive emotions. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And that observation, right there, explains quite a bit about:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The emotional dynamics of self-other merging<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">This is famously the <strong>fun<\/strong> part of being in love &#8211; the falling part. People like to make movies and <a href=\"https:\/\/www.youtube.com\/watch?v=wVzvXW9bo5U\" data-type=\"link\" data-id=\"https:\/\/www.youtube.com\/watch?v=wVzvXW9bo5U\">pop songs<\/a> out of it. It&#8217;s where you find out that this other person really does like you, then doing all kinds of things together for the first time (maybe going to her book group, even taking a holiday together). This is where couples are thinking about each other all the time, giggling a lot, cracking spontaneous smiles for no good reason, and generally behaving (as all reasonable bitter single people would agree) utterly obnoxiously.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But, there&#8217;s a reason that this is where a lot of movies end (&#8220;new couple kiss, quick wrap-up scene, and roll the credits&#8221;).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The issue is that the emotional payoff from reaching goals only happens when you are reaching them. This is why you aren&#8217;t still emotionally coasting off your big Tetris win of 2021 (yes, it was great at the time, but it&#8217;s in the past now, sorry). Early in a relationship you keep finding lovely new parts about this other person that you can merge into yourself, and so you keep getting more and more hits of happy goal completion. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After a year or two, though, you start running out of new things to add. The endless new hits of self-expansion start slowing down. The relationship may still be a good one, full of support, understanding, and other good things, but the self has expanded as far as it can go, so the rocket blasts of fun start becoming fewer and further between.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some people feel this slowing down, and imagine that they just aren&#8217;t in love with the other person anymore so they break up (&#8220;sorry hon, the fireworks are gone&#8221;). What they are missing is that this early passionate intensity is only one part of love, and that plenty of other good bits can be left remaining <span class=\"zp-InText-zp-ID--4193465-DKC2Q6RV--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:DKC2Q6RV}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>. The relationship didn&#8217;t get worse, it just got less new and shiny.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Breaking up, of course, is famously painful. Science is even catching up on how much <a href=\"https:\/\/news.sky.com\/story\/why-does-heartbreak-hurt-the-science-behind-what-happens-to-your-brain-and-your-body-12935295\" data-type=\"link\" data-id=\"https:\/\/news.sky.com\/story\/why-does-heartbreak-hurt-the-science-behind-what-happens-to-your-brain-and-your-body-12935295\">it hurts<\/a> (popular music, of course, has had it <a href=\"https:\/\/www.youtube.com\/watch?v=4WXYjm74WFI\" data-type=\"link\" data-id=\"https:\/\/www.youtube.com\/watch?v=4WXYjm74WFI\">covered<\/a> for much longer)#up. But this theory helps to explain why:<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. To be fair, <a href=\"https:\/\/www.youtube.com\/watch?v=50VWOBi0VFs\">good<\/a> pop <a href=\"https:\/\/www.youtube.com\/watch?v=-iA-MHxa8C8\" data-type=\"link\" data-id=\"https:\/\/www.youtube.com\/watch?v=-iA-MHxa8C8\">songs<\/a> may be one of its few upsides (warning: some naughty words in that last one)<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">If you have integrated this other person into important parts of yourself, then separating means having parts of you torn out. And that is painful &#8211; even if it is done amicably, and for the best of reasons. Surgeons can give us anasthetics and painkillers when they chop body parts off, but there isn&#8217;t an equivalent for ended relationships #up. There&#8217;s even a word for it: &#8216;grief&#8217; in the pain we go through when we lose someone close to us (for whatever reason). It&#8217;s a process we have to go through of shrinking our self back down, and rebuilding it up again.<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. People do sometimes try to self-medicate with substances, but this isn't the right place for exploring why that generally isn't the best idea<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">You weren&#8217;t expecting a CB textbook to solve your interpersonal issues, were you? You&#8217;re welcome.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Wait a darn minute, you&#8217;re right! What does any of this have to do with CB?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Good news! There&#8217;s a pretty good argument that all of this fun gossipy stuff about human relationships can be cut &amp; pasted directly into consumer behaviour!<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">explain!<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">There is a simple modification to the Self-Expansion theory <span class=\"zp-InText-zp-ID--4193465-I6LI4GEM--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:I6LI4GEM}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span> that goes like this:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>We merge <s>close others<\/s> <strong>brands<\/strong> into our self-concept, absorbing their abilities, resources, and perspectives as our own<\/li>\n\n\n\n<li>We are motivated to expand ourselves this way, by absorbing <s>others<\/s> <strong>brands<\/strong>.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">It barely even needs any translation at all. Let&#8217;s map it out with a brand:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Self-expand-me-and-Nike-1.svg\" alt=\"A version of our same diagram from above, except this time it is 'Me' and 'Nike' (the 'GF' nodes have been omitted). There is a weak connection drawn between 'Me' and 'Nike'. There are the same nodes attached to 'Me' as before. Nike has 3 nodes that are connected to it and each other: &quot;fast&quot;, and &quot;famous athlete endorser&quot; and &quot;just do it&quot;. Nike and its associations are in red. As a reminder, for 'Me' the student associations are in blue, and the 'runner' associations are in gold.\" class=\"wp-image-2341\"\/><figcaption class=\"wp-element-caption\">&#8220;You know, I&#8217;ve tried their shoes and I do quite like them&#8230;&#8221;<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">This picture should be familiar by now. The only difference is that we&#8217;ve replaced a person and their traits with a brand and its associations and attributes. Psychologically speaking, it is the exact same thing.<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js understand\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h5 id=\"at-21584\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Wait! Before those circles were &#8220;traits&#8221;, and now they are &#8220;brand associations&#8221; or &#8220;attributes&#8221;&#8230; how can that be the same thing?<\/h5><div id=\"ac-21584\" class=\"c-accordion__content\">\n<p class=\"wp-block-paragraph\">We can see why you might get a little tripped up over this. Don&#8217;t worry, it&#8217;s not as complicated as it might look.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These circles are all nodes in memory, and nodes can represent nearly <strong>anything<\/strong>. They can be traits like &#8216;fast&#8217;, they can be things like &#8216;Nike&#8217; or &#8216;aardvark&#8217;, they can be goals like &#8216;get an A+&#8217;. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What we are drawing here is a map of the nodes that a particular person holds in their memory. We aren&#8217;t claiming that these nodes are accurate or even commonly held, only that they are what this one particular person thinks at this particular time (for example, your current author associates &#8216;baking&#8217; with &#8216;ways to make cookie dough taste worse#up&#8217;, and is fully aware that this belief is not widely shared).<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Yes, we know about raw eggs and bacteria. Don't @ us<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">If you are still confused about traits, etc, here is a quick reminder glossary:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Trait<\/strong>: A psychological quality of a person that is at least somewhat lasting<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Attribute:<\/strong> A quality of a product that is relevant to consumption<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Brand association<\/strong>: A belief that at least some people attach to a brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just for a challenge, let&#8217;s try to use all of those in a sentence together. How about this:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;I always thought of Mini cars as being quite large (brand association), until I saw my friend drive one, and realized how small they are (attribute). I should have known from the name &#8216;mini&#8217;, but I just never really cared much about cars (trait)&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Make 3 of your own sentences like this, and those words will be yours forever.<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">If our person keeps developing a closer relationship with Nike then we might see more self-brand merging happening &#8211; or, as marketers sometimes call them, &#8220;self-brand connections&#8221; <span class=\"zp-InText-zp-ID--4193465-GTAUX2IS-_-4193465-FBGXILVY--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:GTAUX2IS},{4193465:FBGXILVY}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Self-expand-me-and-Nike-2.svg\" alt=\"Same as the last diagram except the connection to Nike has become a thick strong line. The 'blue student' identity nodes have been dropped to simplify the picture. That leaves 'Nike' and 'athlete'. Both are linked to the nod for 'fast'. The Nike nodes have been switched to a yellow that is close to the gold to show they are becoming part of the same schema. Nike's node for 'Just do it' has been connected to the runner node for 'ugh... 6am runs&quot;... which now reads &quot;6am runs, yes!&quot;\" class=\"wp-image-2342\"\/><figcaption class=\"wp-element-caption\">We&#8217;ve changed the colour of Nike to show it becoming part of this working self<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Nike here is becoming integrated into this person&#8217;s identity as a runner. They now perhaps start to see themselves as a Nike athlete.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Note: this diagram hints at one of the reasons that self-brand connections might be useful to a consumer: they are connecting Nike&#8217;s &#8220;Just do it&#8221; strapline to their prior thoughts about &#8220;Ugh&#8230; 6 am runs&#8221;, and reframing it into &#8220;6 am runs, Yes!&#8221;. Maybe this identity will be useful in helping them stay motivated and on track to actually do some of the running that they want to, in order to pursue their goal of being fast.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here, again, is the smaller way of drawing this same thing:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/09\/Self-expand-me-and-Nike-3-simple-1.svg\" alt=\"Two highly overlapping circles. One labelled 'me', and the other, much smaller, labelled 'Nike'\" class=\"wp-image-2346\"\/><figcaption class=\"wp-element-caption\">Overlapping circles &#8211; definitely seen this before somewhere&#8230;<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">One thing to note is that we&#8217;ve made the circle for Nike smaller than for &#8220;Me&#8221;. Brands may often be bigger than any one human being if you measure their total net value in the marketplace, but in terms of how we relate to them they would (hopefully) fill a much smaller role in our lives than the people who are most important to us. This isn&#8217;t to suggest anything bad about brands, or the importance they can have, but if you can tell us more about Nike than you can about the people you are closest to, then that may be a sign that you need to spend more quality time with the people you love.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Is this just about brands?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Reimann et. al. talk about it in terms of including brands into the self, but there&#8217;s no logical reason to restrict it to brands. In fact, we&#8217;d suggest that if we can merge specific other individuals into our self, then there is no reason to believe that we can&#8217;t merge specific possessions in too (like maybe that antique family rancher table we were talking about on the last page).<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js interest\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h5 id=\"at-21585\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Does this help explain what sorts of products we get attached to?<\/h5><div id=\"ac-21585\" class=\"c-accordion__content\">\n<p class=\"wp-block-paragraph\">Maybe!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you think about it the things that we tend to get attached to are clothes, accessories, foods and drinks, cars, and houses. Apart from houses, those are mostly things that attach to our bodies fairly directly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Food and drink are literally incorporated into us (as the old saying goes, &#8220;you are what you eat&#8221;). Clothes are worn almost a second skin, protecting us from the cold, the damp, and from prying eyes (without them we&#8217;d feel naked, right). They help literally shape how our body appears to others (we often put energy into picking ones with shapes and colours that &#8216;flatter&#8217; our particular body). They even play a big role in our identities. For example, we have work clothes that may be more formal, and lounge clothes that may be more relaxed for home life, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cars and other personal vehicles are further from our bodies than our clothes are, but if you said &#8220;my car hit a post&#8221;, then people would assume you were trying to indicate that you weren&#8217;t the one driving it at the time. If you were driving, you would have said &#8220;I hit a post in my car&#8221;. The vehicle extends our ability to act into the world, and, in turn, we see them as extensions of ourselves when we act with them.<\/p>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">And how does that make us feel?<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, we realize that this question is a cliche for psychologists on a par with &#8220;tell me about your mother&#8221;, but remember those emotional dynamics that we discussed for new relationships? Reimann et. al. <span class=\"zp-InText-zp-ID--4193465-I6LI4GEM--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:I6LI4GEM}', 'format': '(%d%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span> suggest that these dynamics can be ported directly through to brands.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When we first start porting a brand into our self, adding its abilities (&#8220;helps me go fast&#8221;) and it&#8217;s perspectives (&#8220;just do it!&#8221;) into our selves, then our self expands, and because that helps meet our goal to expand our selves, then it feels good. We are excited. We are thrilled! We make posts on social media that use the social media equivalents of lots of exclamation marks!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/04\/Dewalt-DCD796P1_GB-18V-XR-brusheless-hammer-drill-driver.jpg\" alt=\"A Dewalt electric drill on a plain white background. It is yellow and black unit that you would hold in one hand\" class=\"wp-image-681\" style=\"width:300px;height:undefinedpx\"\/><figcaption class=\"wp-element-caption\">I know why I bought it, but why was I excited to buy it?<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">When I buy my new drill, perhaps I feel a buzz of excitement. I can take my old bed apart very quickly now, and get screws into wood upsidedown in tight spaces! I&#8217;m more capable and handy than I was! I can do more things, my self has expanded, and it feels good!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There&#8217;s data showing that when people buy a new vehicle they do all kinds of things that betray how excited they feel about it: they are reading lots about cars, telling people about them, and washing their new baby over 50% more often than established car owners do#up. But this data also shows that these behaviours start falling noticeably back to baseline &#8216;normal&#8217; levels after only two months <span class=\"zp-InText-zp-ID--4193465-X3WWU4K7--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:X3WWU4K7}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>. This, too, fits the pattern. When it is new your self is expanding quickly, and you are excited. But a car can only expand your self so much, and for so long. After a few weeks the car is already a routine and unexciting (but hopefully good) part of yourself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">#down. As one of that study&#8217;s authors, Peter Bloch, put it in a seminar: for the first few months of owning a new car you go to great efforts to park it in slots that have an empty bay on each side. You just can&#8217;t bear for it to get scratched!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With the drill it would probably be even quicker. Within a very short interval, I&#8217;m likely to feel that my (enhanced) building capabilities are just as enhanced as they were the day before. If I&#8217;m no longer making progress towards my goal of being capable, then the emotional buzz dies away for me (unless I go out and buy the next nifty tool that I don&#8217;t quite have yet! Drills don&#8217;t get jealous like people sometimes do). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Drills have the further virtue of rarely ever leaving us for better-looking and more successful owners, but they can get broken, lost, or stolen. And when that happens, you do feel some pain! Remember how we talked about theft victims feeling violated? It makes sense why: Theft victims haven&#8217;t just lost a part of their self (which is painful enough), but they have had it ripped away from them!#up<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Here is <a href=\"https:\/\/www.theguardian.com\/business\/2023\/mar\/25\/changes-john-lewis-sheffield-mourns-loss\" data-type=\"link\" data-id=\"https:\/\/www.theguardian.com\/business\/2023\/mar\/25\/changes-john-lewis-sheffield-mourns-loss\">a news story<\/a> that interviews people about a well-known department store that closed in their town after being a mainstay there for many decades. It is about the sadness people feel as part of their old life stories goes away<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">While these feelings all follow the same mechanics as personal relationships, they are likely to be smaller, because things are (hopefully!) less central to our selves than people are. Buying a car might be fun, but not as much fun, for quite as long, as making a new very close relationship would hopefully be. It is painful when you lose your drill, or your car collapses into a pile of rust, but not as painful as if someone close to us dies, or our partner leaves us. We might still grieve, but in a far smaller and quicker way.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Three things that we can explain now<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">First: Remember the video of the man who was beyond excited to get his new motorbike from our <a href=\"https:\/\/illuminated-text.com\/cb\/self-an-intro\/#new-biker\">introduction to<\/a> this chapter? He could barely contain the buzz he was feeling. We don&#8217;t know exactly what abilities and perspectives he sees in his new bike (presumably going fast, doing some kind of racing, maybe, or being able to go on trails), but you can almost see his self-expanding in front of your eyes. If we visited with him again in a month or two he would still probably be extremely fond of this bike, but is no longer likely to be visibly bouncing up and down with excitement over it. We didn&#8217;t know it at the time, but this is a video very much showing self-expansion in action!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Second: Remember our mystery from <a href=\"#suit-excitement\" data-type=\"internal\" data-id=\"#suit-excitement\">the beginning<\/a> of this very page about starting a new job? Recall that looking in the mirror was making us feel extra nervous and excited about the suit we were wearing for our first day of work? We can see now that we are taking associations that we hold with suits (they are for serious fully grown-up business people!) and are trying to incorporate this into our self (however successfully) to help us feel ready for a big day in which we are going to have to try to fit in with lots of other serious fully grown-up business people. That&#8217;s exciting, as our self-expands, and possibly makes us extra nervous if we are a little worried that the self doesn&#8217;t actually hold this meaning particularly strongly (yet!).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Third: Recall when we talked about attachment, we <a href=\"https:\/\/illuminated-text.com\/cb\/attachment\/#park-study\" data-type=\"link\" data-id=\"https:\/\/illuminated-text.com\/cb\/attachment\/#park-study\">described a study<\/a> about people who felt attached to Nike as measured by questions like this: &#8220;To what extent is Nike part of you and who you are?&#8221; <span class=\"zp-InText-zp-ID--4193465-WV6FNZKR--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:WV6FNZKR}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>. If that looks to you like a question directly aimed at measuring self-expansion then you are right, it is. This study was explicitly designed to test self-expansion theory with brands. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recall also that these people who were reported being attached to Nike were willing to do not only &#8216;easy&#8217; behaviours towards it (like buying Nike occasionally), but also &#8216;difficult&#8217; expensive ones &#8211; things like spending their own time and money promoting Nike, and always buying Nike products. This was the part that stumped us back then, when we were first learning about attachment. As we asked: &#8220;Why would anyone be willing to do those hard behaviours if they weren\u2019t already the CEO of Nike (or perhaps owned a lot of Nike stock)?&#8221;. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We understand the Self-Expansion Theory much better now, so maybe you work it out?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Go on, give it a think.<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h5 id=\"at-21586\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Our answer<\/h5><div id=\"ac-21586\" class=\"c-accordion__content\">\n<p class=\"wp-block-paragraph\">Because: <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">if a brand is a part of your self, then resources that you spend on it aren&#8217;t lost; You are investing them back into yourself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does that make sense to you? Not sure? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There&#8217;s an experiment that might make it a bit more clear. It&#8217;s from that same paper we started with that measured reaction times to all of those words <span class=\"zp-InText-zp-ID--4193465-XVZA2GVJ--wp2158 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:XVZA2GVJ}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>, but this one is a lot easier to understand. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This one had people choosing how to split money with another person#up (sometimes real money, sometimes pretend money &#8211; that didn&#8217;t seem to make a difference). The trick was that this other person was sometimes their best friend, sometimes a friendly acquaintance, and sometimes just a stranger. The least surprising result from this experiment was people didn&#8217;t give much to the stranger &#8211; they just took it for themselves. The slightly surprising result was that they gave a fair amount to their acquaintance, and split the money nearly evenly with their best friend. Why were they so generous with those people? Was it to try to make those people like them more? Maybe to bank a favour that they could cash in later? It turns out that this wasn&#8217;t the reason: They chose to split the money the same way even when this other person wasn&#8217;t ever going to be told who gave it to them. <\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. This isn't important for our present purposes but just in case you were wondering: the choice wasn't made directly as \"$5 for me, $3 for you\", but was embedded in a complicated sequence of choices for \"option A or option B\"<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">There must be another reason for their generosity, then. Aron et. al. argue that it is because they saw their acquaintance as slightly merged into their self, and their best friend as greatly merged. So it really does look like the same logic as we were claiming for the Nike study: They weren&#8217;t giving money away, they were just dividing it up between different parts of their self.<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s amazing how a lot of our old mysteries are all suddenly slotting into place now, isn&#8217;t it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We love it when that happens, too.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Conclusion<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This is a fairly simple theory, that does a nice job of explaining some of the emotional dynamics we experience around consuming.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It attempts to explain mostly the same basic things as self-symbolic consumption does, but it tells a slightly different story about how this happens. Perhaps it is best way to summarize this is with a comparison table.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th class=\"has-text-align-center\" data-align=\"center\"><\/th><th>Self-Symbolic Theory<\/th><th>Self-Expansion Theory<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Discipline Roots<\/strong><\/td><td>Psychodynamic \/ sociological ideas about symbolism<\/td><td>Psychology of human relationships and social cognition<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Premise<\/strong><\/td><td>Products have symbolic meaning that can match (\u201cbe congruent with\u201d) self, and help it feel more real<\/td><td>Products have usable abilities &amp; perspectives that can be attached to the self in our memory<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Motivation for consuming<\/strong><\/td><td>To help enhance the self (make an ideal self feel more real) or verify the self (make an actual self feel real)<\/td><td>To help meet goals to add to our abilities \/ resources \/ perspectives<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>How we connect to products<\/strong><\/td><td>By rituals, narratives, enactment of roles<\/td><td>Not very specific on this point &#8211; presumably via intimate social interaction \/ normal product use?<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>How it makes us feel<\/strong><\/td><td>Has little to say about this<\/td><td>Merging people and products\/brands into our self creates a dynamic of initial excitement that cools off, then pain at loss<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Review<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">{pods_post_review}<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<div id='zp-InTextBib-zotpress-60d14e73cdad2f5430640f065d68b293' class='zp-Zotpress zp-Zotpress-InTextBib wp-block-group zp-Post-2158'>\r\n\t\t<span class=\"ZP_ITEM_KEY ZP_ATTR\">{4193465:GEE3N8GE};{4193465:XVZA2GVJ},{4193465:ZLZ3B3SP};{4193465:Y7DQ68FY};{4193465:DKC2Q6RV};{4193465:I6LI4GEM};{4193465:GTAUX2IS},{4193465:FBGXILVY};{4193465:I6LI4GEM};{4193465:X3WWU4K7};{4193465:WV6FNZKR};{4193465:XVZA2GVJ}<\/span>\r\n\t\t<span class=\"ZP_STYLE ZP_ATTR\">apa<\/span>\r\n\t\t<span class=\"ZP_SORTBY ZP_ATTR\">creator<\/span>\r\n\t\t<span class=\"ZP_ORDER ZP_ATTR\">asc<\/span>\r\n\t\t<span class=\"ZP_TITLE ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_SHOWIMAGE ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_SHOWTAGS ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_DOWNLOADABLE ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_NOTES ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_ABSTRACT ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_CITEABLE ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_TARGET ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_URLWRAP ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_FORCENUM ZP_ATTR\">0<\/span>\r\n\t\t<span class=\"ZP_HIGHLIGHT ZP_ATTR\"><\/span>\r\n\t\t<span class=\"ZP_POSTID ZP_ATTR\">2158<\/span><div class='zp-List loading'>\n<div class=\"zp-SEO-Content\"><\/div><!-- .zp-zp-SEO-Content -->\n<\/div><!-- .zp-List --><\/div><!--.zp-Zotpress-->\n\n\n","protected":false},"excerpt":{"rendered":"<p>A more social-cognitive alternate to self-congruence theory<\/p>\n","protected":false},"author":1,"featured_media":2295,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"chapter":[14],"exclude_from_index":[16],"class_list":["post-2158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","chapter-4-self","exclude_from_index-include"],"_links":{"self":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2158","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/comments?post=2158"}],"version-history":[{"count":20,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2158\/revisions"}],"predecessor-version":[{"id":2827,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2158\/revisions\/2827"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media\/2295"}],"wp:attachment":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media?parent=2158"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/categories?post=2158"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/tags?post=2158"},{"taxonomy":"chapter","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/chapter?post=2158"},{"taxonomy":"exclude_from_index","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/exclude_from_index?post=2158"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}