04. Some social aspects of living in a consumer society

p.7~8

Consumer Decisions Are Ubiquitous.

Whether we are in the supermarket or not, we are constantly making consumer decisions.

In fact, most of our daily decisions do not involve existential decisions.

Moreover, many of our daily consumer behaviors do not even require intentional decisions.

A typical day of typical person is filled with countless minor consumer decisions or the consequences of previous decisions.

우리가 일상에서 행하는 많은 의사결정들은 의식적이기 보다 비의식적이면서, 아수 소소한 것들의 연속인 경우가 많다.

Many of our daily decisions are not intended, but unintended.

And most of them are consequences of consecutive minor decisions.

Consumer Choices Fulfill a Social-Identity Function.

Many of consumer decisions are highly identity-relevant insofar as they correspond to a larger set of values and beliefs and express important aspects of the self.

Many consumers choose brands in order to express their personality or to affiliate themselves with desired others.

People may also perceive of products as extended selves.

Brands, products, and consumption habits not only help to establish social connectivity but also serve as status symbols defining vertical and horizontal social boundaries.

대다수의 소비자 의사 결정들은 자신의 정체성과 관련되어 있다.

소비자들은 자신의 성격을 표현하거나, 자신의 사회적인 정체성을 표현하기 위한 목적으로 제품을 사기도 한다.

Most of consumer decisions are related to their self-identity.

By having a product, consumers can express their character or social-identity.