How do Consumers Express their Identity Through Choice of Products that they Buy

Abstract

It has been argued that what we consume defines who we are. This paper begins by describing traditional theories of consumption, which propose that consumption is based upon utility. These theories are compared with the alternative idea that people consciously or unconsciously base their consumption activities upon identity construction. The idea that possessions are important because of the role that they play as extended consumption items is then discussed with reference both to how people traditionally display their possession and how the loss of possessions affects the self. Belk’s (1988) work on the ‘extended self’ is presented to highlight the important link between identity and consumption, particularly in terms of how people incorporate items into their personal identity. This lead to a discussion on multiple selves and the potential for an identity to be changed via consumption, along with the relationship between group membership and consumption. Finally, in order to illustrate and explain the relationship between consumption and identity, the role of food in identity formation through consumption is presented in detail.