The Self in Consumption
The Self in Consumer Behavior
The concept of the self has been a central theme in psychology, philosophy, and sociology for centuries. In the context of consumer behavior, understanding the self is crucial because the products we purchase and the brands we align with are often reflections of who we are or who we aspire to be. As the popular adage goes, “we are what we consume”. In other words, in our lives, we are busy consuming to build our identities. We don’t stop there, we express this identity, and shape it, and keep changing it as we evolve. This body of work is now referred to as consumer culture theory - an area of marketing that is extremely exciting and fun! And it all began with a young called Russel Belk in the 1980s.
Russel Belk and the Consumer Odyssey Project
One of the most influential thinkers in consumer research, Russel Belk, or “Russ” as he likes to call himself, revolutionized our understanding of identity with his groundbreaking concept of the “extended self.” His work, particularly through the Consumer Odyssey Project, reshaped how we think about the connection between who we are and what we own. According to Belk, our possessions aren’t just things we accumulate—they’re pieces of our identity. They help us tell the world who we are and, perhaps more importantly, who we want to be.
Take a family heirloom, for instance. It’s not just an old watch or a piece of jewelry. That grandfather’s watch you inherited? It’s a time machine—linking you to your ancestors, carrying their stories, and embedding your heritage into your everyday life. It’s a tangible reminder of where you come from and, in many ways, who you are. In this way, our possessions do more than just serve a function—they are storehouses of our emotions, memories, and sense of self.
Belk’s idea of the extended self really makes you think about just how intertwined our things are with our identity. We don’t merely own stuff; we’re shaped by it, and in a way, we become it.
Extended Self in the Digital World
In the digital age, the concept of the extended self has taken on new dimensions. Our digital avatars, social media profiles, and even the emojis we use have become extensions of our identity. Think about it. We spend a lot of time dressing up with emoticons and avatars, making sure that we get them “just right”. Just as physical possessions once did, these digital artifacts now serve as markers of who we are in the virtual world.
Consider the rise of avatars in online gaming or social media platforms. These digital representations are carefully curated versions of ourselves that we project into the digital realm. They allow us to experiment with different aspects of our identity, trying on different roles (magician, warrior, sorceress, etc), appearances (boy, girl), and behaviors in a way that would be impossible or impractical in the physical world. For instance, someone might choose a fierce, powerful avatar in a game to express a side of themselves that they don’t usually show in their daily life. Some games allow us to also have pets! (How cool is that!)
Similarly, emojis have become a shorthand for expressing emotions and personality in digital communication. The specific emojis we choose to use can say a lot about our identity. A person who frequently uses the laughing face emoji might be seen as more light-hearted and approachable, while someone who uses the eye-roll emoji might be perceived as more cynical or sarcastic.
The digital world has also made it easier to construct, reconstruct, and express our identities. Social media platforms like Instagram allow users to curate a digital persona that might be quite different from their real-world self. This curated identity can be a way to experiment with different facets of the self or to project an idealized version of oneself to others. Now, that explains quite a bit, does it not? Imagine the things that people can say and do from the safety of anonymity.
The Concept of Identity Construction
Identity is not a static construct; it is continuously being built and rebuilt through our interactions with the world around us. In consumer behavior, this process of identity construction is evident in the choices we make, the brands we align with, and the products we purchase. Every choice we make as consumers contributes to the ongoing construction of our identity.
Brands play a significant role in this process. For many people, aligning with a particular brand is not just about the product itself but about what the brand represents. A person who frequently purchases products from a luxury brand like Louis Vuitton may do so not just for the quality of the product but because of the image it helps them project. By associating themselves with the brand, they are aligning themselves with the values and lifestyle that the brand represents.
Many of you for instance, will almost immediately buy a Sedan or an SUV once you leave the campus with plump jobs. Some of you may not want to do it, but still end up making such purchases. This is clearly an example of identity building in progress. Let’s take things up a notch. You might use your choice of car to signal their environmental consciousness, opting for an electric vehicle . Here, the product is not just a means of transportation but a statement about who the person is and what they value.
Family Heirloom as an Anchor of Identity
Family heirlooms serve as powerful anchors of identity, linking individuals to their past and helping to maintain a sense of continuity across generations. These objects are often imbued with a deep sense of meaning, representing not just the person who originally owned them but also the family history and traditions they embody.
For example, a family heirloom such as a grandmother’s necklace might be worn on special occasions as a way to honor the memory of the grandmother and to maintain a connection to the family’s heritage. This object, though small and perhaps even simple, carries with it a wealth of emotional and identity significance. It serves as a reminder of where one comes from, the values that have been passed down through generations, and the continuity of the family lineage.
Many of you might keep your ‘first’—whether it’s the first piece of jewelry you received, the first book you ever loved, or even your first car. These ‘firsts’ are like personal heirlooms, tangible markers of your journey through life. They might not have the weight of history that a family heirloom does, but they still carry a profound personal significance. They remind you of your own milestones, your own growth, and the experiences that have shaped you into who you are today.
Understanding the Other in Identity Formation
Another concept that is central in understanding identity formation is the concept of the “Other” Like Self, the idea of the Other is rooted in philosophy and social theory. It suggests that we define ourselves not just by who we are, but by who we are not. The “Other” represents everything that is different, foreign, or outside our own experience, and it plays a crucial role in helping us navigate our own sense of self.
In the realm of consumer behavior, the “Other” is often the backdrop against which we define our preferences, tastes, and ultimately, our identity. When we make decisions about what to wear, what to buy, or how to present ourselves, we are often doing so with an awareness—whether conscious or not—of how these choices differentiate us from others.
In the context of branding and marketing, the concept of the “Other” is a powerful tool. Advertisers often play on this dynamic by positioning their products as a way to distinguish oneself from a particular “Other.” Whether it’s through the use of aspirational imagery, exclusivity, or targeted messaging that speaks to a specific demographic, the underlying message is often the same: “Choose this product, and you are part of this group, not that one.” Remember these guys constantly othering each other for decades?
The Self vs. The Other in Modern Consumerism
In modern consumer culture, the distinction between self and other has become increasingly blurred, particularly with the rise of social media. Platforms like Instagram and YouTube have created a feedback loop where consumers are influenced by others—especially influencers—and in turn, influence others through their own consumer choices.
This dynamic is particularly evident in the phenomenon of mimicry in consumer behavior. For example, when a popular influencer endorses a product, their followers may feel compelled to purchase the same product, not just because of its intrinsic value, but because of the identity associated with it. By buying the same product, the follower aligns themselves with the influencer’s identity, blurring the lines between self and other.
Concluding remarks
Puuf! That was looong (yet interesting)! Let’s quickly wrap up this topic.
The concept of the self is complex and multifaceted, especially in the context of consumer behavior. As we discussed, our identity is not just an internal construct but is expressed, shaped, and communicated through our consumer choices, whether they involve physical possessions, digital avatars, or the act of gift-giving.
In the digital age, the boundaries between self and other, between physical and digital identities, have become increasingly fluid. As technology continues to evolve, so too will our understanding of the self and its expression through consumer behavior. The self is not a fixed entity but a dynamic, evolving construct that is continually being built and rebuilt through our interactions with the world around us.
By understanding the role that consumer behavior plays in this process, we can gain deeper insights into who we are, how we see ourselves, and how we want to be seen by others.
Until the next class folks!
