Consumer identity of modern man
Consumer identity of modern man

Summary/Abstract: This paper focuses on the analysis of contemporary society as a consumer society. Given the increasingly visible development of consumer culture and the expansion of consumerism, we consider it important to point to the influence on the formation of a consumer identity as the dominant identity of modern man. Bearing in mind the comprehensiveness and complexity of the concept of identity, we have found it important to point out the theoretical explanations of the concept of identity, its characteristics, its elements and dimensions, and in particular the views on a consumer identity by many authors who have dealt with this theme. This paper aims at the need for a better understanding of the contemporary consumer identity, and points to the consequences that the formation of a consumer identity leaves humanity.

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