"In a series of studies, consumers perceived products they did not own as different from themselves because they projected their "anti-self" onto them. This was especially true when consumers were made aware of not owning a product (while shopping for it). When consumers who felt they were uncreative were made aware of not owning an Apple computer, they perceived the computer as more creative.
'Products we are attracted to prior to ownership may become less appealing once we feel that they are ours. Companies seeking to induce consumers to feel ownership of products prior to purchase should verify that prospective customers have positive self-regard on relevant personality traits before they induce them to feel product ownership. By doing so, they can reduce the likelihood that this will backfire,' the authors conclude."
http://www.sciencedaily.com/releases/2013/03/130305130732.htm
