- Subject index
The Unmanageable Consumer examines the key Western traditions of thinking about and being a consumer. Each chapter posits a consumer model with examples from the international community. Readers are invited to enter an exciting and radical analysis of contemporary consumerism which suggests that consumerism is fragile and consumers unpredictable.
Chapter 5: 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, ...