One may consume vicariously through one's dependents, such that consumption that enhances their extended self enhances one's own extended self, of which they are a part. These results suggest a complex situation in which a spouse can be both an extension of the self and a rival (Belk, 1988). Understanding attachment helps consider the emotional aspects of product ownership. Involvement seems to be like attachment, but in theory it is not. Attachment can be described as the extent to which an object that belongs, should belong, or previously belonged to 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, stage of ownership, timing of disposal, behaviors surrounding protection and care of the object, and the amount of effort and effort money spent on it (Ball and Tasaki, 1992). The extent to which an object is then used to maintain one's identity varies depending on the relationship between the person and the object. Attachment might be expected to increase...