In summary 'Consumer psychology' outlines key understandings surrounding that of commercial visual communication, the way it affects us as humans, and the ways in which it allows us to dictate norms within society. Identity is the basis in which the extract surrounds, focusing upon how individuals may possess more than one identity. ' The number of identities an individual has depends on how many different types of social situations they frequently find themselves in' This therefore suggesting that individuals may explore different identities depending upon the demands of their social situation. An example of this being a male taking on the roles of both police officer and farther, with himself adapting to the needs of both situations. These identities are often moulded by family members, friends, religious beliefs, political views and key life events.
As humans social categorization comes naturally. Humans 'read' individuals by developing comparisons between themselves and the individual. These similarities often explore possessions. The following quote supports this 'The perception of others (person perception) is often affected by people's material possessions' (Dittmar, 2004a; Hebl & King, 2004) As a result of this it may be suggested that humans use possession in order to develop associations with one another. 'The continuous comparison to others is driven by a need to maintain and sometimes increase positive self-esteem. Individual self-esteem is linked to feelings of belongingness, which is supported by being a member of a group.' The quote outlined further supports this statement, with a greater understanding upon behaviour being noted. It is suggested that the need for these material possessions is to be formulated within a social structure, therefore boosting self esteem.
In summary it can therefore be suggested that the need for possessions is to maintain a role within a social grouping, in turn boosting self esteem and allowing for social identities to be constructed.
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