5. What are the three main reasons why possessions take on special meaning? Some offerings have symbolic meaning. Consumers use some products as conscious or unconscious badges that designate the various social categories to which they belong. Products and rituals hold symbolic significance when people undergo role transitions; serve as symbols of connection to meaningful people, places, and times; and are symbols of individuality and uniqueness. The symbolic uses of products and rituals affect the consumer’s self-concept.

Consumers regard some possessions and brands as very special, nonsubstitutable, and irreplaceable. These items may be purchased with little regard for price and are rarely discarded, even if their functional value is gone; they may not even be used for their original purpose. In part, possessions are special because they serve as emblems, facilitate role transitions, connect us to others, or express our unique styles. They are special because they indicate personal mastery and achievements or are mood enhancing. Background characteristics such as social class, gender, and age all influence the type of object someone regards as special.