The Postmodern Consumer: An Identity Constructor?

Abstract

This article attempts to contribute to better understand the postmodern consumer, by trying to identify one of itsmain characteristics: an identity constructor. Indeed, after studying the postmodern conditions, we have noticedthat every condition favors the creation of identities voluntarily and consciously assumed by the consumer. Theconsumer is always looking to be socially desired by changing his identity every time he wishes. An empiricalstudy was, therefore, conducted to confirm this postmodern consumer trend. The results found shows that thepostmodern consumer is not seeking to manage his impression in front of others through changing identities butrather he seeks to live deeply himself in all identities which he built.

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