“…Our study is not the first study, qualitative or quantitative, of a community impacted by disaster to reveal tensions between collective and individual interests (e.g., Bretherton & Ride, 2011;Harwell, 2000;Jencson, 2001;Marshall, 1979;Oliver-Smith, 1999). Yet, by blending perspectives on consumer and community psychology, we provide a unique perspective on how material objects relate to different identities and reveal why tensions over object meanings exist.…”