# Using Sentimental Objects Enhances Their Emotional Value Research shows that regular use of cherished items strengthens personal connections. - **Source:** [Journal of Consumer Psychology](https://myscp.onlinelibrary.wiley.com/journal/15327663) - **Published:** 2026-09-29 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/c7ebe265-45bf-44a3-90b9-ed02396bac8d ## Sentimental objects often stored unused Consumers frequently keep sentimentally valuable possessions stored away to protect them, which prevents these items from being used. This common behavior is based on the assumption that usage might degrade their emotional significance. However, new research challenges this notion, suggesting that the opposite may be true. The act of storing these items may inadvertently diminish their sentimental value over time by reducing their presence in daily life. ## Usage increases sentimental value Five studies demonstrate that using sentimentally valuable objects actually enhances their emotional worth. The research reveals that repeated interaction with these items strengthens the personal connections they represent. This finding contradicts the traditional belief that preservation through non-use is the best way to maintain sentimental value. The effect was consistent across different types of sentimental objects and various demographic groups. ## Cognitive mechanism explained The process works through increased salience of the object's associative memories. Each use brings the associated memories (the source of sentimental value) more frequently to mind. This repeated activation makes the memories feel more integral to one's self-concept. The strengthened self-concept connection then cyclically enhances the object's sentimental value, creating a positive feedback loop between usage and emotional significance. ## Self-concept integration The key psychological mechanism involves how objects become integrated into personal identity. When an object's associated memories are activated often through use, people begin to see these memories as more central to who they are. This perception of centrality increases the object's emotional importance. The research shows this integration occurs gradually with repeated usage over time, not through single significant events. ## Implications for consumer behavior These findings suggest consumers might be misguided in storing cherished items. The protective behavior of keeping objects unused may actually undermine their sentimental value. People might benefit from finding ways to incorporate meaningful possessions into their daily lives. This could involve using special dishes regularly or wearing meaningful jewelry more often rather than saving them for rare occasions. ## Marketing applications Brands can leverage these insights by designing products meant for regular use that can accumulate sentimental value. Marketing messages could emphasize how frequent use strengthens emotional connections to products. Product design could focus on durability for long-term use and features that encourage daily interaction. This approach contrasts with traditional luxury marketing that often emphasizes preservation and limited use. ## Future research directions The study opens several avenues for further investigation. Researchers could examine how different types of usage affect sentimental value accumulation. Another area explores whether digital objects follow the same pattern as physical ones. Longitudinal studies could track how sentimental value changes over years of use versus storage. Additional work might investigate cultural differences in these effects. ## Practical recommendations Consumers should consider incorporating meaningful objects into their routines. For heirlooms, this might mean displaying rather than storing them. For gifts, using them regularly may honor the giver more than keeping them pristine. The research suggests that the wear from loving use may actually enhance an object's value. Marketers should design products to withstand and even benefit from regular, meaningful use. ## Sources covering this story - https://myscp.onlinelibrary.wiley.com/doi/10.1002/jcpy.70042?af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._