Consumer Identity Report 2022

Consumer Identity
Consumer Identity
The report primarily discusses about several aspects related to self-concept and self-
identity. It has explained the true meaning of self-identity and modified version of the self-
concept. The report has criticized the changed meaning of self-identity in todays’ world. The first
artifact focuses on assessing the reciprocal relationship between identity and consumption of
things in life (smizgin & Piacentini, 2018). It has been observed that one attempts to purchase
the items which makes him happy and enable them to show their social status or self-identity.
People tend to buy iPhone to reflect themselves as a brand-conscious persona. The artifacts of
Macbook refers the fact, where author bought apple MacBook recently because he has been
using apple product since long. He loves the quality of Apple products. Along with that he felt
that Apple product has a unique design and decent look which matches her lifestyle. He sees
himself as cool teen, follows recent trends and uses classic things.
(Oyserman & Elmore, 2012) agree with the statement that one buys things which
reflect their self-identity. Self-identity is basically an accumulation of thought and perception
build for our self by others. There are three types of self-identity, actual, ideal and social. Actual
self is what an individual perceives themselves considering recent scenario. Ideal self is how an
individual wants to see themselves and social is, how we want significant others see us when we
walk out of our home. Self-identity and related behavior build from your past experiences,
education and surroundings.
Self-identity reflects one’s own thoughts and aspirations. But now a days, people don’t
differentiate themselves from others rather they create self-identity by following certain groups.
The author discussed that self-identity is not explained as a shared “understandings within a
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Consumer Identity
culture of what it is to be human” (Solomon, 2017). Author feels that people blindly follow
group disregarding their own wishes and choices (Hanspal & Devasagayam, 2017). The
artifact related to Starbucks reflect this criticism, where the author went to Starbucks on weekend
with friends for having coffee. It has a soothing ambience which please the group of people. He
ordered cold coffee because everybody ordered that. However, he usually prefers to have hot
coffee. Next day he had got some trouble with his throat. He thought he could have ordered hot
coffee disregarding the choice of others. These findings explain the author emphasis on
diffracting ourselves from others.
The other artifacts showing a part of social service club, denotes that author has strong
feeling towards needy people, he is empathetic and helpful by nature. The author says that he has
joined social service club where he had to go once in a while for helping people who needs out
help. He has been associated with old aged home, orphanage home, and blood donation camp
organized on our city. He feels satisfied by helping them and feels worth living in society. People
sees him as a future social entrepreneur and empathetic individual. They give more respect
whenever they meet him. He chose this over weekend party to differentiate myself from people.
very few people follow their instinct. However, (Joseph A. Bailey, n.d.) argue that it is not
only value that reflects self-identity but it is also actions by which an extended self can be
explained. Here the author has been associated with different social service activities which
justify his values. Else people tend to associated themselves to such campaign to show good side
of them but hardly participated in event. Author says that ‘extended self’, denotes to the creation
of the self by means of external objects.
(II, et al., 2012) proposes that an individual seeks to have control over the things they
possess because they consider objects as an extension of one’s self-identity. In one of the
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