Self-Identity And Products
It comes as no surprise to you when I say that we consume/buy items that are in keeping with our self-identities. For example, I always check the sale rack in stores and that is very much in keeping with my image of myself as thrifty and not wasteful. I”m sure you have your own purchasing story that says something about you. We also use possessions and brands to create self-identities and communicate these identities to others as well as to ourselves. Think about the people and their cars – the vehicles often say anything from, “I”m fun”, I”m well off”, or for others who drive junkers, “I don”t care or can”t afford”. The same thing is true of clothing – it makes a statement about the person wearing the garb.
A recent study found that, when people are feeling dependent on others, and then feel threatened, they head for products that link them with whatever
identity is in jeopardy, i.e. you are my dear friend and you ignore me, I may bolster my self esteem by purchasing something that we both agree is wonderful (those new boots we admired or that fancy wine).
Here is another idea, also quite interesting. Products can confirm our aesthetic identities; for example, the choice of a highly aesthetic product can boost one’s self-esteem by confirming one’s value for beauty. See, I am not a tasteless bore; I am an art collector.
Here is a purchase that will enhance your self-identity as psychologically astute and a fine reader. Object of Obsession, a psychological mystery available on amazon.com.