The existing literature and prevalent marketing strategies often suggest that stronger self-links to a brand and its products lead to increased brand loyalty. In this paper, we challenge this conventional notion by revealing situations where the influence of self-links on preference is weakened. We introduce a key distinction between two consumer identity types based on the reliance on specific products for identity expression: product-dependent (e.g., chef) and product-independent (e.g., foodie). Our theory proposes that self-links to products wield less influence when a product-independent identity is prominent. Across five experiments centered on consumer leisure identities, we discover that priming a product-independent (as opposed to a product-dependent) identity diminishes preferences for self-linked products/brands. Interestingly, it can also enhance preference for negatively self-linked (dissociative) products/brands among materialistic consumers. In a sixth experiment and a real-world Facebook study, we showcase that a consumer’s chronic product (in)dependence can be assessed either directly or indirectly through social media interests. This enables marketers to target consumers more effectively for brand switching appeals. Adding to the existing research on the symbolic role of products in identity expression, our research pioneers an investigation into the functional role of products in identity expression and its profound impact on product/brand preference.