Eureka! Institutional Repository

The current research investigates consumers’ self extension and emergent identity through the lenses of the multidimensional self concept theory. The notion of emergent identity is largely context-embedded and suggests that consumers’ self identities are (re)-affirmed through experiences that individuals’ live in a certain context. Following a phenomenological approach, this article unravels the pathways by which visitors extended and attached themselves in Lautrec’s museum experience. The current study highlights the importance of fit and conflict occurrences in self extension, which have rarely been discussed in consumer behaviour literature.