Notes on Consumer Society and Identity

What is a Consumer Society?

A consumer society is defined as a societal structure where the majority of activities are organized around the consumption and display of commodities, which are objects that fulfill human needs (Goodwin et al., 2008; Marx, 1867). Commodities possess both use-value and exchange value, which signifies their functional utility and market worth. Furthermore, Baudrillard (1998) introduces the concept of sign value, which points to how commodities symbolize identity and social status beyond their intrinsic value.

Emergence of Consumer Society

The concept of a consumer society is not a recent invention but rather part of a historical continuum that has been evolving for centuries (McCracken, 1990). Crucially, the rise of conspicuous consumption—where individuals exhibit their economic power and social status through their purchasing habits—has been pivotal (Veblen, 1899). Some scholars suggest that the development of a mass consumer culture aligns with broader trends of social control that began during the early stages of industrialization in the 19th century (Ewen, 1976). Advertising has played a significant role in nurturing mass consumption, especially evident in the 1920s in the USA.

Role of Marketing in Consumer Society

Marketing has been instrumental in fostering consumerism, highlighting the direct links between modern marketing strategies and the rise of consumer culture (Abela, 2006). Marketing does this by continuously creating ‘new’ products that stimulate desires, alongside promoting a consumption-oriented culture that often leads to consumer dissatisfaction, thus compelling people to chase after the next purchase.

The Impact of Digital Technology

In the last two decades, the advent of smartphones has transformed consumption patterns dramatically. With over 5 billion mobile device connections globally, smartphones have fostered what Asano (2013) refers to as a ‘full-time intimate community.’ This reliance on digital devices has redefined consumer engagement, making consumer society an intrinsic element of overall societal structure rather than a precursor to it (Ogino, 2013).

Consumption and Identity Formation

Consumption intersects deeply with identity, as highlighted by a perspective from Thompson (2014), where pursuit of identity is seen as a paramount objective of consumers. Consumption transcends mere utility, serving as a means to construct meaning, express authenticity, and forge social connections (Featherstone, 1991). The narrative from Fight Club illustrates this idea: the accumulation of objects leads individuals to become possessed by their possessions instead of expressing authenticity through them.

Consumer Identity Projects

The meanings derived from consumption act as crucial vehicles for individuals negotiating their identity projects (Elliott, 1997; Gabriel and Lang, 2006). People wish to assert individuality while simultaneously integrating into various social groups (Elliott and Wattanasuwan, 1998). This dynamic may invoke connections to the past or pivot around role transitions and status changes (Brown et al., 2003; Hogg et al., 2004).

The Extended Self and Marketing

Belk (1988) conceptualizes the ‘extended self’ to represent how possessions contribute to consumer identity. In this frame, marketing facilitates identity by providing brands as cultural resources that help individuals craft their self-image (Holt, 2002). However, it is crucial to note that marketplace narratives often shape consumer decisions, diverting identities down particular paths (Thompson, 2004).

Consumer Choice Dynamics

Choice remains at the heart of consumer identity (Bauman, 1988), where individuals actively pursue choices that contribute to their self-image. Arnould and Thompson (2005) point out that these choices symbolize freedom and empowerment, but there exists an ongoing tension where consumers risk making ‘wrong’ decisions (Smith Maguire & Stanway, 2008).

Agency versus Manipulation in Consumption

The notion of consumer sovereignty posits that markets operate according to consumer desires; yet, some critics view consumers as passive subjects who are manipulated by broader advertising strategies (Adorno, 1944). This creates a complex interplay between individual agency in consuming and the structural powers that dictate marketplace dynamics (Holt, 1998; Thompson, 2004).

Rationality in Consumer Behavior

The classical model of rational consumer choice is increasingly challenged as consumers often make purchases driven by emotions and desires rather than sheer utility (Cherrier and Murray, 2004). This paradigm shift emphasizes hedonistic consumption as opposed to functionality, marking a departure from traditional decision-making models (Hirschman and Holbrook, 1982).

Experiential Consumption

Experiential consumption treats consumers as interconnected social beings rather than mere purchasers (Holbrook, 1995). This recognizes that consumer choices are heavily influenced by past experiences, culminating in a shift from a value-for-money mentality to a focus on achieving meaningful engagements through products and services.

Culture and Consumption

Culture is described as society’s collective personality, illustrating a manner of life through shared meanings and values (Solomon, 2019; Williams, 1961). Consumption acts as a pivotal form of cultural expression that shapes and stabilizes societal norms (Douglas and Isherwood, 1996).

Myths and Rituals in Consumption

Cultural myths, which embody societal values and morals, guide consumer behavior by providing frameworks within which individuals can navigate their experiences. Rituals are repeated behaviors that weave symbolic actions into consumer activities, providing structure and meaning. Examples of these rituals include grooming practices, gift-giving, and holiday celebrations.