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Measuring, recording, and visualizing a consumer's physiological, behavioral, and psychological features with the use of technologies is a growing phenomenon. Within academic literature and popular press, this phenomenon has been termed self‐quantification, lifelogging, self‐tracking, personal informatics, among others. This research conceptualizes consumer psycho‐physiological quantification and explores the unique consumer journey with quantification practices. This research introduces a conceptual framework that accounts for distinct stages and aspects of consumer quantification at the acquisition/adoption, usage, and disposal stages of consumption. Adopting a novel theoretical perspective, the authors draw on objectification theory to examine the consequences of consumer psycho‐physiological quantification and develop propositions that link it to self‐objectification and consumer well‐being …