“Shopping is not merely the acquisition of things, it is the buying of identity’ (Clammer qtd. in Lewis and Bridger 2001: 130). Discuss this statement with reference to your own examples.”
Question explanation – Basically the question requires details and depth not summary and coherence.
Consumption – Consumers
product – identity
-We’re buying identity
-Consumer culture/express the individuality
-Identity for sale – what does this apply?
-Read links between consumption/identity shopping
-How using sneakers to reflect your value etc…? Who are you? Who you want to be?
-Celebrities/aspirations/ as a commodity
-We don’t sell products!! We’re selling identity
-Confirming identity when we shop
-E.g cosmetics/perfumes/health/fitness