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Consumer culture describes a lifestyle hyper-focused on spending money to buy material or goods. It is often attributed to, but not limited to, the capitalist economy of the United States . During the 20th century, market goods came to dominate American life, and for the first time in history, consumerism had no practical limits.
Hyperconsumerism has been also said to have religious characteristics, [11] and have been compared to a new religion which enshrines consumerism above all, with elements of religious life being replaced by consumerist life: (going to) churches replaced by (going to) shopping malls, saints replaced by celebrities, penance replaced by shopping ...
Consumer Culture Theory (CCT) maintains that consumption practices contribute to the creation and maintenance of an identity, contrary to Bourdieu’s theory that one’s consumption patterns are rooted in their upbringing and environment. Consumption through the lens of CCT is not only shaped by external factors (such as socioeconomic status ...
Consumer capitalism – Condition in which consumer demand is manipulated through mass-marketing; Consumer culture – Lifestyle hyper-focused on buying material goods; Consumer ethnocentrism – Psychological concept of consumer behaviour; Consumer movement – Social movement to promote consumer protection
For example, consumers prefer goods or spokespersons that match their sense of masculinity and femininity. [ 12 ] Edward Bernays was a public relations pioneer in the 20th century who sometimes used the theory of consumer identity in order to sell products to desired target groups.
Both culture and individual personality shape human needs in what is known as wants. When wants are backed by buying power, they become demands . With a consumers' wants and resources (financial ability), they demand products and services with benefits that add up to the most value and satisfaction.
Consumer culture is viewed as "social arrangement in which the relations between lived culture and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets" [2] and consumers as part of an interconnected system of commercially produced products and images which ...
As these processes spread to other parts of society, modern society's new social and cultural characteristics are created. For example, as McDonald's enters a country and consumer patterns are unified, cultural hybridization occurs.