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The Consumer as Identity-Seeker
The consumer as identity-seeker

That which is for me through the medium of money – that for which I can pay (that is, which money can buy) – that am I, the possessor of money. The extent of the power of money is the extent of my power. Moneys properties are my properties and essential powers – the properties and powers of its possessor. Thus, what I am and am capable of is by no means determined by my individuality. I am ugly, but I can buy or myself the most beautiful of women. Therefore I am not ugly, for the effect of ugliness – its deterrent power – is nullified by money. I, in my character as an individual, am lame, ...

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