Americus Reed of the Wharton School spoke about how consumers grapple with owning products from brands with ideological differences. For example, buyers of the MyPillow, whose founder promulgated 2020 election fraud claims, may ask themselves, “How strongly do I identify or disidentify with Donald Trump and Trumpism? The more strongly I disidentify, the more likely I am to get rid of that pillow,” said Reed. “And at an extreme level of disidentification, I might burn it and have a little self-identity ceremonial cathartic event.”