Growing sentimental value through object usage

Abstract Consumers often protect their sentimentally valuable possessions by storing them away, which precludes them from being used. Across five studies, we show that usage of sentimentally valuable objects increases their sentimental value. Process evidence suggests one reason this happens: Repeatedly using a sentimentally valuable object makes the association held by the object (i.e., the source of its sentimental value) salient more frequently. This leads one to believe that such an association is more closely integrated into their self‐concept, which cyclically enhances the sentimental value of the object. We conclude by discussing the contribution of these findings to the literature, providing recommendations to marketers and consumers, and elaborating on directions for future research.