Advertising, materialism and consumption are central aspects of
contemporary Western culture. We are bombarded with idealised
images of the perfect body, desirable consumer goods, and affluent
lifestyles, yet psychology is only just beginning to take account
of the profound influence these consumer culture ideals have on
individuals' sense of identity and worth. This book documents the
negative psychological impact consumer culture can have on how
individuals view themselves and on their emotional welfare. It
looks at the social psychological dimensions of having, buying and
wanting material goods, as well as the pursuit of media-hyped
appearance ideals. In particular, it focuses on: the purchasing of
material goods as a means of expressing and seeking identity, and
the negative consequences of this psychological buying motivations
in conventional buying environments and on the Internet the
unrealistic socio-cultural beauty ideals embodied by idealized
models, which for women is typically expressed as ultra-thinness
and for men as muscularity, and how this creates body
dissatisfaction. Throughout, different approaches from social
psychology are integrated, such as self-completion,
self-discrepancy and value theory, to create a comprehensive
theoretical framework for understanding the impact of internalising
core consumer culture ideals on how individuals see themselves and
the implications this has for their psychological and physical
health. This will be of interest to anybody who wants to find out
more about the psychological effects of living in modern consumer
societies on children, adolescents, and adults. More specifically,
it will be of interest to students and researchers insocial
psychology, sociology, media studies, communication and other
social sciences, as well as to psychologists, health workers, and
practitioners interested in the topics of identity, consumption
pathologies, body image, and body-related behaviors.
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