There are reasonable facts for asserting that as possible self- concept play a significant role in functioning of motivation in order to guide the behaviour of consumers. Most of these activities will be involving certain categories of acquisition, disposition or consumption behaviour related to interest for the researches on customers (Siddiqui and Turley 2006). Incorporating the possible factor of self may contribute in being a valuable tool to uncover a number of different types of motivations that has not been considered as a significant way for addressing the present conceptions related to self- recognition in the behaviour of customers. Consistency being maintained in the concept of extended self; possible selves would be allowed in order to completely encompass the construction for integrating future, present and past self. By making extension in the concept of self for incorporating what are the hopes and fears of the customer, behaviour of customers can be considered as covering a number of different aspects related to consumption (Cohen 2009). This includes the concept of possession that has a close link with consumer’s purchasing power. As stated within the advertisements as examples of reflecting the concept of extended self, it can be stated that a number of categories of services or products are being marketed essentiality with the main aim focused to assist the customer in the achievement of a positive attitude and self- identity, or to avoid a negative attitude and self- identity in front of the customers (Siddiqui and Turley 2006). All of these elements of extended self, have a significant impact on the attitude and behaviour of consumer for purchasing that particular product. As a point of conclusion, it has been asserted that individuals do not purchase products just for what is being done by them, but also for what meaning they can reflect by the possession of these products in a significant manner.