This document discusses how shopping and consumption are related to the construction of identity. It presents several theories to explain this relationship, including conspicuous consumption which links public displays of wealth to social status, symbolic consumption where goods take on symbolic value, and personalized consumption which can reflect one's self-image. As an example, it analyzes attitudes towards luxury consumption and identifies categories of consumers like materialists and prestige-seekers who see luxury items as reflecting their identity and status. The document concludes that consumer experiences, ideologies, and product choices all contribute to shaping personal identity.

1. Shopping is not merely
the Acquisition of Things,
it is the Buying of Identity

2. 1
Table of Contents
Introduction................................................................................................................................2
Identity in Consumption of Consumers.....................................................................................2
Theory of Conspicuous Consumption ...................................................................................3
Theory of Symbol Consumption............................................................................................4
Theory of Personalized Consumption....................................................................................5
Example: Case Study of Luxurious Consumption and Construction of Identity.......................6
Conclusion .................................................................................................................................8
References..................................................................................................................................9

3. 2
Introduction
The consumption of identity can be considered as a route to understand the needs, practices,
and desires of humans. The lives of people are constructed across a number of realities and
consumption is utilized for experiencing realities that are highly different from the quotidian.
Considering the present culture of consumption, shopping is not only about acquiring things,
it is also to buy the identity of an individual (Todd 2011). It is the perception of people that
the way they look is the reflection of what they are from inside to outside. It is also believed
that a person who looks good from the outside has more potential of creating a better
impression in front of the others (Dittmar 2008). With the present level maintained by the
product market of consumers, majority of the products are highly rich, both in terms of
variety and quantity.
Considering the concepts of psychology, personalized consumption, conspicuous
consumption and symbol consumption, this essay will be discussing the relationship of
identity with the shopping or consumption patterns of the consumers. With respect to the
topic chosen, as a significant example and a case study, this essay will be linking the
consumption of luxurious products with the construction of identity in an individual.
Identity in Consumption of Consumers
The schema of identity has a close relation with the identity of consumers. This is because the
schema of identity has a close representation of one’s understanding about themselves, in
consideration with a specific role that includes the product cluster related to identity being
represented. The product cluster related to identity is referred to as the actual possessions of
an individual that has a close relation with identity (Dittmar 2008). Therefore, this has a
major impact on the behaviour of buying. Hence, it can be stated that in the current era,

4. 3
consumers give huge importance to identity that they achieve by buying certain products they
feel are important for having a better identity.
The importance of identity is described as relatively providing a rank to a specific social
identity in the self- concept of an individual that is organized by their own hierarchy.
Psychologically persuading towards perfection, it is referred to as the psychological
tendencies to persuade the good element in the activities of consumer (Todd 2011).
Psychologically persuading fame, it is referred to as certain psychological tendencies of
consumers in hope to utilize famous brands for improving their statuses in the society.
Psychologically persuading divergence, this is referred to as the opposite category of
psychological phenomenon to obey the ordinary. It is referred to as persuading the trends
which is to be different from the popularities of the society.
Theory of Conspicuous Consumption
In context with the shopping experiences of consumers and development of their identity, the
theory of conspicuous consumption seems to be playing a significant role to create an
understanding (Dittmar 2008). Conspicuous consumption is referred to as the acquiring of
and spending of money on luxurious products and services for public display of an
individual’s power of economy, either the income of buyer, or the accumulated wealth of the
buyer.
In the sociological context of the conspicuous consumer, this type of public display related to
the discretionary power of economy is a source either to attain or to maintain a provided
social status (Veblen 2009). In addition to this, invidious consumption contributes in denoting
deliberately conspicuous consuming the products and services with an intension of provoking
to make other people jealous, as a source to display the strong socio- economic position of
the buyer.

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It denotes the action to purchase a number of things, particularly expensive items that cannot
be considered as the necessity for the life of an individual. These purchases are displayed in a
manner that people in the society notice and observe the strong socio- economic identity of
an individual.
In the psychological sense, the conspicuous consumption of an individual is not only
dependent on the real level of spending, but is also depending upon the degree at which these
spending are done (Dittmar 2008). This has been linked with the behaviours of people that
they display their great wealth and identity by the sources of idleness that expend majority of
the time in practicing luxurious activities, and spend a lot of time for consumption of
luxurious items and services.
Hence, this theory helps in explaining the mechanics of a customer society in terms of
psychology. The interpretation of each and every variant and providing a complementary
detail is drafted from the sociological proposition of an individual towards identity within the
society (Veblen 2009). Also, this theory helps in deriving the honour of having a superior
position in terms of status in the society.
Theory of Symbol Consumption
The theory of symbolic consumption, also referred to as symbolic exchange helps in
representing a relevant concept in order to understand the prediction of Marx with respect to
collapse in the concept of capitalism (Baudrillard 2006). This theory has a huge link with the
concepts of Marx in the utilization of value along with an exchange of value that provides an
explanation of the present society oriented by consumers.
The purchases of products take on a value of symbol that consists of their power as well as
status in the society having a close relation with the development of identity. From the
perception of Baudrillard, the objects being consumed can be considered as a sign of

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thorough infiltration of the society (Baudrillard 2006). The point at which the society has
reached is where the level and degree of consumption is to lay on holding the entire life. Each
and every commodity is laid with the value of symbol, which seems to be having eclipsed
with monetary values and utility.
Baudrillard contributes in describing the shift towards the product as a sign of increasing
economic value. In this system of symbolism with respect to consumption, the value of
structure as a sign involves certain classical terms like exchange value as well as use value
(Kellner 2000). The system in the form of reference for history, substance, the affect,
signification, and production, helps in each and every equivalence towards the actual content,
sign being loaded with the burden of gravity and utility.
Theory of Personalized Consumption
Consumption is referred to as the utilization of materialistic products necessary for the
survival of human, for example by wearing clothes or eating food. Majority of the
anthropologists have been agreeing upon the fact that the level of consumption is the third
subdivision within the phases involved in the activity of economy (Todd 2011). The other
two phases as distribution and production that are not relevant in terms of this essay.
Suggestion has been provided regarding the priority given to consumption that helps in
determining the patterns of exchange and production, and not in the other way round. There
are two different categories of consumption that are personalized consumption and
depersonalized consumption (Dittmar 2008). Personalized consumption is referred to as the
person responsible for the production of goods for meeting the personal needs. On the other
hand, depersonalized consumption is referred to as having a vague understanding of the
global systems producing the products that meet the needs and requirements.

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There are also a number of differences within the consumption based on non- market and
market. A consumption based on market contributes in creating perceived wants and needs
for what is in possession of the market that can be offered by it (Veblen 2009). A
consumption based on non- market targets on satisfying the minimum requirements and
needs for the survival of people.
Example: Case Study of Luxurious Consumption and Construction of
Identity
Possessions are referred to as the integral element in the identity of an individual. As stated
by Kapferer (1997), a brand helps in speaking the self- image of an individual. Through the
attitude towards particular brands, one indeed becomes capable of developing a specific
category of inner relationship with others in the society (Kellner 2000). Based on the research
conducted by Wiedmann et al. (2009) on the luxurious consumption of individuals, four
different categories of identities had been identified. These identities were the introvert
hedonists, extravagant prestige- seekers, rational functionalists, and the materialists (Todd
2011). These can be considered as four different examples of identity drafted from their
pattern of consumption.
Considering the example of materialists in the society, they seem to be appreciating the
usability, hedonic, and materialistic values of having luxurious items. These individuals are
the ones who want to have majority of the luxurious components within their own live
(Chatel and Hunt 2003). These individuals seem to be having an extremely positive attitude
towards luxurious items and brands, as according to them, the ownership of these luxurious
items helps in reflecting a unique and strong identity within the society.

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The example of rational functionalists seem to be valuing the aspects of performance and
functionality of the luxurious items and they are not bothered by the opinion of other people.
Hence, in this context it can be stated that this group of individuals are not bothered by
reflecting their identity in front of the society with the possession of luxurious items (Todd
2011). This group does not appreciate and support the hedonic characteristics but give huge
importance to standards of high quality and using luxurious items as a source for
differentiating themselves from the others in the society and improving the level of comfort
in their lives.
The example of extravagant prestige- seekers give huge importance to the social value of
luxurious products in order to survive within the current society. On the other hand, the
example of introvert hedonists consider giving huge importance towards enrichment of life
and self- directed pleasure (Chatel and Hunt 2003). According to this group, these are
considered as the most relevant values related with the acquisition of luxurious items.
Hence, in context with this group, it can be stated that these are the one acquiring luxurious
items for the fulfilment of their life, and personally gratifying their identity and not to be
presented in the society. These are the ones who do not seem to be bothered by the opinions
of other people nor do they seem to be highly enthusiastic regarding acquisition of luxurious
products.
The attitudes of people towards specific products can also be determined through their self-
concepts (Kellner 2000). In context with specific products, the purchases of automobiles can
be considered as a good example. Some people purchase cars considering these as a
necessity. This cannot be considered as a necessity as it only simplifies the life of people
when it comes to transportation.

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However, there are a number of people who buy a number of cars with different brands and
making heavy investments. This is basically because by increasing the number of cars in
possession, people make different perceptions regarding their identity as they have the
financial strength of purchasing more number of cars (Todd 2011). This helps in ranking their
position in the society as extremely strong in terms of financial stability.
Conclusion
The development of identity suggests that the identity of consumer is relevant in order to
become a productive and effective adult. A central problem in the development of humans is
developing the sense of having their own identity (Chatel and Hunt 2003). The influence and
meaning of answering the question, “Who am I?” for an individual, has a strong relation with
their personal historical events and transformation in personality.
The subjected experience of an individual, when it comes to shopping and consuming
products, is a significant contribution to structure behaviour, self- concept and social reality
of an individual (Veblen 2009). The identity of a consumer can be understood with respect to
the ideologies and discourses of consumer that is provided by the society for the people. This
can also be understood but acknowledging, as to how assimilation of these discourses is done
by individuals as a significant element of their own personal identity.
Thus, this helps in differentiating attitude towards luxurious consumers can help in
determining varying categories of luxurious consumers. Consumers have the ability of
selecting and purchasing services or goods on the basis of their personal desires in
psychological terms (Todd 2011). The object value of consumers often contributes in
revealing something regarding the types of individual that they are as individual often making

10. 9
choices of brands and products that are considered as individually relevant and
communicating a provided identity.
References
Baudrillard, J. 2006. Symbolic Exchange and Death, Trans. Hamilton Grant. Sage
Publication: London.
Chatel, F. and Hunt, R. 2003. Realization: The Here, There and Everywhere of Retail,
Europa Publications: Taylor & Francis Group.
Dittmar, H. 2008. Consumer Culture, Identity and Well-being, European Monographs
in Social Psychology. London and New York: Psychology Press.
Kellner, D. 2000. Jean Baudrillard: From Marxism to Postmodernism and Beyond,
Stanford Univerity Press: Stanford California.
Todd, D. 2011. You are what you buy: Postmodern Consumerism and the
Construction of Self, University of Hawaii: Hawaii.
Veblen, T. 2009. Theory of the Leisure Class: An Economic Study in the Evolution of
Institutions. New York: Macmillan, pp. 400.