Abstract Although research has consistently demonstrated that people prefer to purchase products and brands that represent their identity, relatively little research has examined how this identity relevance influences product usage. Drawing from work on intertemporal choice, the present work proposes a conceptual framework for the influence of identity on product usage. The authors theorize and demonstrate an identity conservation effect, in that consumers are less likely to use nondurable identity products compared to nonidentity products because the tradeoff between possession value and in-use value is larger for identity products. Six studies demonstrate the identity conservation effect and provide support for the value tradeoff framework through both mediation and theoretically supported moderation.
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