The aim of this essay was to research a future dimension in consumer behaviour by studying the extended self. The concept introduced by Belk in 1988 has had many implications and thrown many insights in researching the behaviour of consumers in decision making. The theory proposes that a consumer bases decisions based on their actual self-identity. There are also many other influential factors that shape the behaviour of the consumer in purchase situations.In order to study this, the concept of the extended self was studied and then the areas of consumer behaviour as to what influenced a consumer in their behaviour. The research was taken forward by also looking into the issues in consumer behaviour today. Four adverts from Dove and Nike were examined to understand the relationship that existed, if any and whether these ads had used the concept properly. It was found that indeed the self has an influential role in the behaviour of the customer in all phases related to buying.