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By Helga Dittmar

Advertisements, materialism and intake are critical points of up to date Western tradition. we're bombarded with idealised photographs of the precise physique, fascinating buyer items, and prosperous life, but psychology is barely simply commencing to take account of the profound impression those purchaser tradition beliefs have on members’ experience of identification and value. customer tradition, identification, and overall healthiness records the unfavourable mental effect client tradition could have on how contributors view themselves and on their emotional welfare. It appears to be like on the social mental dimensions of getting, purchasing and short of fabric items, in addition to the pursuit of media-hyped visual appeal beliefs. specifically, it makes a speciality of: the deciding to buy of fabric items as a way of expressing and looking identification, and the adverse effects of this mental paying for motivations in traditional procuring environments and on the web the unrealistic socio-cultural attractiveness beliefs embodied by means of idealized versions. all through, diversified techniques from social psychology are built-in, resembling self-completion, self-discrepancy and cost idea, to create a finished theoretical framework for realizing the influence of internalising middle client tradition beliefs on how contributors see themselves and the results this has for his or her mental and actual health.This e-book is of curiosity to anyone who desires to discover extra concerning the mental results of residing in smooth patron societies on youngsters, kids, and adults. extra in particular, it will likely be of curiosity to scholars and researchers in social psychology, sociology, media experiences, communique and different social sciences, in addition to to psychologists, medical examiners, and practitioners attracted to the themes of id, intake pathologies, physique photograph, and body-related behaviours.

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Extra info for Consumer Culture, Identity and Well-Being: The Search for the 'Good Life' and the 'Body Perfect' (European Monographs in Social Psychology)

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Indeed, when people failed to solve an anagram they evaluated a drink cooler as more attractive when they owned it than when they did not (Beggan, 1992). If an object as trivial as a drink cooler can trigger the mere ownership effect, bolstering self-image through material possessions is bound to be more pronounced with goods of greater symbolic and personal significance. If we use possessions for defining, extending, and evaluating the self, it would follow that their unintended loss should be experienced as a lessening To have is to be?

Furthermore, these “body perfect” ideals are communicated early to children through dolls and toy action figures. For example, the ubiquitous Barbie 14 Consumer culture, identity and well-being doll, marketed at girls, is so thin that her waist is 39% smaller than that of anorexic patients (cf. , 1999). 2. It has to be emphasised that thinness for women and muscularity for men are not simply ideals of the perfect body; there is a halo effect (Nisbett & Wilson, 1977) around these appearance ideals, whereby they are connected— possibly unconsciously—with a whole host of desirable qualities that are not directly related to appearance.

Thus, the problem with advertising is that it creates a “reality” that is not real; it provides a powerful, yet unrealistic, frame of norms of what it means to be beautiful and have an affluent material lifestyle. Indirect effects Advertising is geared toward promoting products and increasing sales, and therefore advertising effectiveness can be thought of as a direct effect. However, this book is mainly concerned with indirect effects, particularly with the role of consumer culture ideals in constructing norms and ideal identities, which then influence individuals’ psychological functioning.

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