Many theorists suggest that consumption is correlated to the identity of an individual, that by purchasing goods from the mass market, it enables us to visibly establish our position within society. This differs from previous times in which a range of factors such as family histories, character and personal achievements played a significant role (Gabriel and Lang, 2006). Instead, there is the idea that the consumer has the ability to gain pleasure over objects, not just solely by the manipulation of objects, but through the degree of control over their meaning. The degree of control is developed and achieved through imagination and provides greater possibilities of pleasure experiences. This suggests that modern consumption can be seen as device that enables individuals to ‘dream’ about the desires they wish to fulfill. (Campbell, 1989: 79) (Cited in Gabirel & Lang, 2006)
According to Scitovsky (1976), the desire to consume is ...
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