Personal Growth Through Products and Brands: Michelangelo Phenomenon and Product Affirmation

This conceptual review bridges the interpersonal and consumer-behavior relationship studies to examine how consumer products can function as symbolic relationship partners that can facilitate personal growth. We apply the Michelangelo phenomenon, an interpersonal model of personal growth, to propose a model of product affirmation, in which products, services, or brands can be used by consumers to experience personal growth, much in the same manner that close relationship partners can help individuals move toward their ideal selves. The model proposes that products and brands may serve as symbolic relationship partners that may be able to affirm consumers’ desired traits, values, aspirations, and identities, which in turn can support personal growth and enhance personal well-being and brand loyalty. We review the theoretical foundations of this affirmation process by drawing parallels between the literature on interpersonal processes and consumer–brand behavior to develop a conceptual basis for this model. We also discuss potential negative consequences when brands reinforce maladaptive, unrealistic, or externally imposed ideals. We conclude with theoretical and practical implications, including for marketing practice, and directions for future research.