Consumer Society Research Articles

Membership fees at consumer society: order of payment and legal consequences of not paying

The scientific article is devoted to the study of the legal regime and features of payment of membership fees in non-entrepreneurial societies. The specifics of the legal regulation of the payment of membership fees, concepts and types of membership fees according to the legislation of Ukraine have been analyzed. The author of the scientific work also analyzed the doctrinal approaches developed in this field of scientific research.The author of the article analyzes the provisions on the payment of membership fees, as well as the agreement on the payment of membership fees. The specifics of paying membership fees based on the contract were determined, and the legal consequences of non-payment were analyzed.Current civil legislation in the field of non-entrepreneurial legal entities uses a dispositive approach to the procedure for paying membership fees, in connection with which their payment can be determined in the charters of the consumer association and on the basis of an agreement on the payment of membership fees. The legal nature of the agreement on the payment of membership fees is manifested in the fact that it is a bilateral accession agreement.The types of share contributions in consumer societies are the initial contribution, mandatory share and additional share contributions, targeted contributions. Contributions can be the following objects: money, property, property rights, land plots, contributions are not subject to taxation, but cooperative payments are taxed in accordance with dividends. The legal consequence of non-payment of share contributions is exclusion from the consumer association. The recovery of unpaid contributions can be enforced through the use of a judicial form of protection, a similar situation with share payments, cooperative payments and dividends. As a general rule, payment of membership fees is voluntary, however, in some cases, membership fees may be collected in a compulsory manner.

The Analysis of the Social Origin for the death of subject in Allen Ginsbergs Howl through the Cultural turn of Fredric Jameson

The post-modernist creations after World War Two were always argumentative. The beats generation such like Allen Ginsberg who sparked ideas but lost in the chaotic social order at the same time during this post-war period, which trigger the exploration of the subjectivity in their works. Based on the claim in Jamesons theory the cultural turn, Allen Ginsberg and his generation was in a situation of death of subject which only call for the common social utopia but ignore the individualistic sense. Under this framework, this essay discusses the origins of the death of subject in Allen Ginsbergs Howl by examining the impact of technology and industrial revolution as well as the chaotic social order of consumer society after WWII. It is clear that death of subject existed in the Howl due to multiple factors of pressures of society, but his work is still remarkable literary creation with strong personal style especially in terms of emotional expression.

Olympic VERSUS SOKOL MOVEMENT

Contemporary sport in all its many-sided forms and levels is in the first line determined by global dynamic developmment of consumerist society oriented to economic prseperity, top performance, personal success, social admiration, unique uncomparable experience. The many sided world of sport is strongly reflected just now the pravailing etos of global drift, as well by the local cultural development of given sociaty. An essayistic comparasion of olympics as the reflection of top level of global sport on one side and and value etos of Sokol movement of other side, is specific contribution to the better understanding of different value roots and aiming, sense and objectives of sport(s) in our cultural context. At the contemporaty time of postmodern society, the Olympic Games are the most unique and most watched two-week sporting event of the best athletes in an ever-expanding range of traditional and new sports in the world. In the context of the growing commercialization and scientification of sport, is worthwhile to confront , the ideological emphases and ethos of both the founders of the initiators of the modern Olympic Games and the founders of the unique physical education movemet Sokol. Miroslav Tyrš and his followers at the time (Kožíšek) rejected competitive sports. Competitive performance sports and participation in the Olympic Games were not in the spectrum of Sokol's interest. The Sokol values ​​principles rejected the one-sidedness of the sports specialization with the pursuit of performances and victories. However, the later development of Sokol agreed with Coubertin's principle that Olympism is not a formal system, but a state of mind, a certain conception of life, a unique philosophy of life, a balance of physical fitness, will and spirit. Thus, in the development of Sokol and Olympism, there were culturally different emphasis on values, which today took the position of discussions about the meaning and mission of the top media-attractive elite sport, embodied primarily by the Olympic Games on the one hand and the movement for higher mass of sport in the sense of principle Sport for all on the other hand.

Comprehensive micropollutant characterization of wastewater during Covid-19 crisis in 2020: Suspect screening and environmental risk prioritization strategy

Micropollutants monitoring in wastewater can serve as a picture of what is consuming society and how it can impact the aquatic environment. In this work, a suspect screening approach was used to detect the known and unknown contaminants in wastewater samples collected from two wastewater treatment plants (WWTPs) located in the Basque Country (Crispijana in Alava, and Galindo in Vizcaya) during two weekly sampling campaigns, which included the months from April to July 2020, part of the confinement period caused by COVID-19. To that aim, high-resolution mass spectrometry was used to collect full-scan data-dependent tandem mass spectra from the water samples using a suspect database containing >40,000 chemical substances. The presence of > 80 contaminants was confirmed (level 1) and quantified in both WWTP samples, while at least 47 compounds were tentatively identified (2a). Among the contaminants of concern, an increase in the occurrence of some compounds used for COVID-19 disease treatment, such as lopinavir and hydroxychloroquine, was observed during the lockdown. A prioritization strategy for environmental risk assessment was carried out considering only the compounds quantified in the effluents of Crispijana and Galindo WWTPs. The compounds were scored based on the removal efficiency, estimated persistency, bioconcentration factor, mobility, toxicity potential and frequency of detection in the samples. With this approach, 33 compounds (e.g. amantadine, clozapine or lopinavir) were found to be considered key contaminants in the analyzed samples based on their concentration, occurrence and potential toxicity. Additionally, antimicrobial (RQ-AR) and antiviral (EDRP) risk of certain compounds was evaluated, where ciprofloxacin and fluconazole represented medium risk for antibiotic resistance (1 > RQ-AR > 0.1) in the aquatic ecosystems. Regarding mixture toxicity, the computed sum of toxic unit values of the different effluents (> 1) suggest that interactions between the compounds need to be considered for future environmental risk assessments.

Study on the Design of Architectural Renovations in Historical Districts Based on the Architecture of Local Schema—Huaxing Street in Chengdu as an Example

Due to the rapid renovations of historical districts in the context of consumer society, contributing to the loss of city culture and identity, this paper describes the methodological study of the local schema concept on the renovations of architectural design, utilizing speculative design as opposed to inertial design. This case analysis focuses on Huaxing Street in Chengdu, China. By performing field surveys, photographing structures, and sending questionnaires to local inhabitants, an evaluation of Huaxing Street’s current status and obstacles is conducted. The conclusion of the study summarizes the audience’s satisfaction with the usage status of different renovated structures. On the basis of the idea of local schema, a spatial translation approach for architectural prototypes is given. This research explores the design methods of historical architecture in the area, history, and memory in an effort to provide guidelines for the renovation of structures in comparable historical districts. To accomplish this, prototypes for architectural installations are selected, design elements are divided, and a three-dimensional model is utilized to form a schematic replication of the building.

MODERN CONDITION AND DIRECT DEVELOPMENT OF WAREHOUSE LOGISTICS

Warehouse logistics plays an increasingly important role in the activities of enterprises and modern society in general. Warehouses are used both by manufacturing enterprises to store raw materials, materials and products ready for shipment, and by trading companies that store finished products there. The optimality of the work of industrial enterprises, the speed of turnover in trading companies, as well as the level of customer satisfaction depend on the efficiency of warehouse management. To organize an effective business, you need to be able to properly manage resources, flows and means. The main element of warehouse logistics is a warehouse, the purpose of which in modern conditions is no longer the storage of goods, it is transformed into a transshipment point for the provision of modern services of cross-docking, assembly, consolidation, sorting, labeling of goods in order to minimize the costs of transportation and storage of goods and reducing delivery time. This article analyzes modern warehouse logistics management mechanisms and examines its main types. It was determined that the growth of the consumer society and the rapid development of electronic commerce require innovative solutions to ensure higher warehousing efficiency. The world and Ukrainian market of warehouse services and its growth rates were also analyzed. The impact of digital transformation on requirements for warehouse logistics management is determined. On the basis of the research carried out, directions for the development of warehouse logistics in the modern world were identified.

The technicians of consumer society: the creation of advertising men and practical advertising knowledge in early twentieth-century Sweden

PurposeThe purpose of this paper is to investigate an unexplored part of advertising history; namely, the education of a large, mundane, nonelite group of advertising professionals, so-called advertising technicians and the knowledge they acquired. Examining correspondence courses in the technology of advertising, we focus particularly on the production of technified knowledge and mass personas.Design/methodology/approachThe study is based on a qualitative analysis of course material from Sweden’s two largest correspondence schools in the 1930s and 1940s. Two theoretical concepts guide the analysis: the concept of market devices and the notion of personas, both of which we use to show how the courses crafted a particular kind of advertising professional as well as knowledge.FindingsThe study shows that courses created a template-based persona of the advertising technician, who possessed what we call bounded originality characterized by diligence, modesty and rule-governed creative imagination. Similarly, the courses created a body of knowledge that was controllable and highly practice-oriented. The advertising technician was expected to embody and internalize the advertising knowledge, thus, becoming an extension of this knowledge on the market.Originality/valueBy directing the searchlight at the cadre of ordinary, middle-class advertising professionals instead of the high-profile “advertising creatives” and innovators, the paper brings to the foreground the nonelite level of the advertising industry. These practitioners went to work in the business world to produce the everyday advertising that was not necessarily groundbreaking but was needed in a growing mass-consumption society.

From Ancient Patterns of Hand-to-Hand Combat to a Unique Therapy of the Future.

The purpose of this publication is to provide generalized knowledge of the area of changes that took place over past centuries in relation to health, social and cultural conditions. In Greek mythology, it was necessary to nurture both body and spirit to be a perfect human being. This link between the concepts of physical beauty and goodness can be also found in later works dedicated to ancient Greek history. Particularly in Greek myths, and in Greek education in general, it was believed that both physical and spiritual excellence were necessary to raise men to achieve their true form. Some of the main forms of implementing this idea were hand-to-hand combat exercises (wrestling, boxing and pankration). Ideas characteristic of the world of ancient Greece, in a general sense, can be observed in the culture of the Far East. The main difference is the fact that these principles did not survive in Western culture as a result of transformation into a consumer society focused on the rejection of moral principles. The brutalisation of the forms of the Roman Games meant that the ideals of the ancient world were forgotten for more than 1500 years. The modern Olympic Games were resurrected in the 19th century. Inspired by the ancient Greek cult of health of body and spirit, they gave rise to a movement known as Olympism. In the Olympic Charter written by Coubertin, Olympism was called "a philosophy of life exalting and combining in a balanced whole the qualities of body, will and mind". The combat sports disciplines have had their place there since the beginning of the modern Olympic Games. The evolution of hand-to-hand combat disciplines, including numerous scientific studies indicating a very broad impact in the area of health, led to this type of physical activity being reached for as an essential element in supporting the health-promoting behaviour of society. Nowadays, physical activity in the area of exercise with elements of hand-to-hand combat, combat sports, or martial arts is an indissoluble link in the prevention and treatment of 21st century diseases. For Parkinson's disease patients, drug treatment is an essential resource for continuing to function in society, but it will not be completely effective without supporting the treatment with appropriate and attractive physical activity (e.g., "Rock Steady Boxing"). Of similar importance is the prevention of dangerous falls, which are common in this population as well as among the elderly or those affected by other diseases of civilisation. Implementing the principles and techniques of safe falling in the teaching of the young population significantly increases the likelihood of applying appropriate responses to these individuals in adulthood and old age. Actions that should be taken now for prevention can be implemented through social programmes, such as "Active today for a healthy future".

Simulacra and Hyperreality: Fashion Influencer Instagram @farhanabodi

This paper aims to understand simulacra, hyperreality and symbolic diffusion of social media content presented by fashion influencers on the Instagram fashion influencer @farhanabodi account through case studies of social media content. Social media influencers are ideal role models for consumer society in the digital era. Manufacturers manipulate the utility of a product by creating advertisements or campaigns that use social media influencers to display images related to the product. Jean Baudrillard, French philosopher and postmodern cultural theorist, reads social phenomena under the influence of a new era of digital products, which he calls consumer society. Based on Baudrillard's thoughts on media and technology criticism and human behavior, there are two problems in studying fashion influencer social media content, namely first, what is the form of simulacrum, hyperreality in fashion influencer content and second, what effect does it have on followers' consumption behavior? This study leads to an investigation that the social media content of fashion influencers varies from the form of a simulacrum mechanism to the emergence of "Origin Reality Obfuscation" hyperreality, which affects the consumptive behavior of their followers. They are also found to impersonate characters, thereby creating a "virtual" pseudo-identity, causing an identity crisis in which the real identity is just a romantic past story, there is only a false identity, and everything is just the character it relates to. another character.

Rural Lifestyles and Life Politics: Reimagining Modernity in the Development of a Future Village in China

AbstractLifestyles signify who people are and who people want to be. They contain one's value orientation toward the world. The speeding urbanization over the globe has made the urban lifestyle mainstream, and so does it in China. The overwhelming range of options in cities represents a consumerist society, but meanwhile, there is an emergent underground alternative, especially from the younger generations who are pursuing a “more meaningful life.” This paper does an ethnographic study on young Chinese urbanites' engagement in a village as an essential example of this trend. It argues that young people's choice for rural life is a reaction and a resistance to the social forces of consumerism and urbanization. By reflecting on the reimagination of modernity and life politics in the changing process, the research implies that accompanied by opportunities for social change, young people's promotion of rural lifestyles could be linked to the government's development agenda, and this might potentially cause new forms of inequalities in rural development. By drawing on practical experience, the paper brings narratives about young Chinese urbanites' life choices in rural places into the discussion of modernity and life politics, hopefully exemplifying a broader sociological contribution around the topic.

Shifting toward intensive parenting culture? A comparative analysis of top mommy blogs and dad blogs

AbstractObjectiveThe purpose of this study is to compare gendered framings of family issues in popular mommy blogs and dad blogs to assess what they reveal about parenting ideologies.BackgroundBlogs are cultural arenas where parents navigate what it means to be a “good” mother or father. Despite a growing body of work on parents' use of social media, the content and framing of parenting blogs by gender is understudied.MethodThrough a comparative analysis of 400 written posts from the top 20 mommy bloggers and dad bloggers in the United States and Canada, we examine the scope and construction of family issues in blogs and how they are framed by mothers versus fathers.ResultsMothers frame parenting in ways that highlight their investment in safeguarding children's futures, often through consumer solutions. Both mothers and fathers extend similar concerns around protecting family health and create a counter‐frame against intensive parenting by admitting and accepting imperfection. Fathers' posts emphasize how work and gender norms constrain men's ability to be involved parents.ConclusionOur comparative analysis illustrates gendered nuance in blog framings of family life and presents slight indications of shifting toward a shared culture of intensive parenting.ImplicationsThis study elucidates the potentials and pitfalls of parenting blogs as platforms for family knowledge mobilization and social advocacy around parenting problems in a consumerist digital society.

Inequality in Consumption

Inequalities in consumption still exist in today’s society and therefore appear as a focus of research in politics and the media. In this paper, I will address the inequalities in gender, race and social class separately. Inequalities exist in most areas, and therefore also in consumer society. At the same time there are close links between these three dimensions, and therefore one is also missing in the study of consumer society.

My Own Creation as a Dynamic Subcultural Objectified Authenticity of Adult Fans of LEGO

My Own Creation as a Dynamic Subcultural Objectified Authenticity of Adult Fans of LEGO

Identidades religiosas y consumo

In this article we will historicize the process of accommodation of the Evangelical Churches Assembly of God - ADs to the consumer society. Process that we call the aggiornamento of Pentecostalism. For this purpose, we will analyze the main characteristics of Brazilian Neo-Pentecostalism, based in the concepts of postmodernity, market and consumption, as well as the influence and level of penetration of its practices and beliefs in the practices and beliefs of the ADs. In this context, we will verify how these elements, together with the characteristics of the consumer society, were decisive for the ADs in Brazil to start an aggiornamento process. We will analyze the phases and official instruments (resolutions, declarations, and manifestos) responsible for legitimizing changes in their identity and ethos, in internal relations and with society.

Understanding Conservatism in Turkish Society in the Light of Pierre Bourdieu’s ’Habitus’

With the social effects of liberal policies and being integrated into the capitalist system, particularly after the 1980s, Turkish society has experienced a change both culturally and structurally. This transformation has paved the way for orientation to religion, tradition, and conservatism among the working class and the capital class owners. Therefore, the conservative wing that tries to associate religious values with consumer values and enables the emergence of a hybrid eclectic culture began to create a lifestyle for themselves with the impact of consumer society values.

PERSONAL INTELLIGENCE IN THE CONDITIONS OF TRANSFORMATION TO A PLANETARY-SPACE CIVILIZATION

The author considered the causes of the processes of de-intellectualization of society associated with the influence of man-made civilization, mass consumption society, and information society. Considering the importance of intellectualization of the individual, attention is paid to the fact that the term itself is used functionally, as the ability to use the intellect in certain situations, and not as the inner core of the spiritual image of the individual. Such consideration of intellectuality is substantiated in connection with the need for the functioning of modern post-classical science, as well as the study of large, complexly organized systems capable of self-organization. In order to formalize
 the concept of intellectualization, the structural elements (noosphericity, analyticity, intelligibility, creativity, heuristics, civility, intelligence, independent thinking, positive, life-affirming character), features of the manifestation of intellectuality in various spheres of personal activity, levels of intellectual development were considered. It has been proven that the need to achieve higher levels of intellectuality (evolutionary, global creative, spiritual) is connected with the need to survive the civilization at the stage of transformation to the planetary-cosmic one, use the resources of the technotronic society, and create intellectual and moral spirituality.

Problems of farm animals’ ecological keeping in cities

Relevance. On the areas of many cities and suburbs farm animals, which include pigs, quails, sheep, and even cows, are kept. Despite environmental complexity of this problem, it can be successfully solved, otherwise it will become a challenge for modern consumer society. The main ecology problem of the urban environment at farm animals keeping in cities is their biowaste and qustions of its disposal and processing. Methods. The method of this study is scientific analysis of literary data, GOST standards, SNIPS, technical regulations and own research and observations in the conditions of existing enterprises for the maintenance of animals in the urban environment. Results. According to Rosstat, in 2020 in Moscow 1,3 thousand tons of livestock and poultry of all kinds were raised, including 0,5 thousand tons of cattle; 0,013 thousand tons of pigs; 0,8 thousand tons of sheep and goats; 0,015 thousand tons of poultry. In 2021, sheep and goats production here increased by 20,3 %. For comparison, in Sevastopol, “only” 0,7 thousand tons of livestock and poultry of all kinds were raised, including 0,313 thousand tons of cattle; 0,251 thousand tons of pigs; 0,1 thousand tons of sheep and goats; 0,1 thousand tons of poultry of all kinds. Houses and enterprises built according to “green” environmental standards and new technologies reduce the thermal (carbon) footprint generated by keeping animals in the cities with coatings and building materials’ help. At present there are other technologies with high environmental friendliness, such as ergonomic air ventilation and heating’s systems. The biowaste’s recycling, composting, incineration, burying practice, as well as investments made in the cities urban environment ecology industry bear fruits, and this sector is now developing by 3,5 times faster than other agricultural sectors.

PERSON IN A DIGITAL SOCIETY: TRIUMPH AND TRAGEDY

Human civilization is moving into the digital age. Many believe that total digitalization is bringing humanity closer to the dream age of general wellbeing and happiness. However, although there is a real revolution in the knowledge and mastering of the world, the tension and conflicts within human society do not stop, and people do not feel happier. This determines the aim and the tasks of the research, which are based on the analysis of deep contradictions and conflicts existing in modern society, including military conflicts, to find out the factor of consciousness in their emergence and development, as well as the role and significance of information and communication technologies in formation of positive or negative trends. The research methodology has a complex nature and is based on a philosophical and cultural analysis of the problems of the influence of digitalization on the formation of the consciousness of our contemporary, which leads to constructive or destructive directions of the development of society. To solve the specific tasks of the research, the principles of historicism, systematicity, objectivity, the connection of the historical and the logical were also used.Research results: The reasons for deep contradictions tearing modern societylie, first of all, in the material sphere. However, the possibilities of the extensive path are practically exhausted today, it is necessary to go in the direction of improving the mental sphere, to look for new ideas that could help to find new opportunities for the further development of human civilization. However, this is where one of the main conflicts of our time arises, namely: the human consciousness, which is intended for the production of constructive ideas and solutions, is often directed in the exact opposite direction, towards destruction and violence. The search for reasons and discussions on this matter have not stopped for many decades and are becoming increasingly acute.Discussion. The most contradictory human consciousness manifests itselfin the conditions of war. One of the main causes of wars and military conflicts is the deformation of people’s consciousness, the mental sphere at the local and global levels. Modern information and communication technologies create great opportunities to shape human consciousness with given properties, to direct it in one direction or another. Modern highly developed societies, where democracy reigns and the Global Network plays a huge role, seem to be the territory of freedom and pluralism. However, precisely thanks to digital technologies, the satisfaction of spiritual needs has turned into a kind of mass production, when tastes are lowered below the lowest level, and worthy things are replaced by informational surrogates.Conclusions. In order to be able to distinguish a high-quality informationproduct from a fake, veiled or outright lie, a fairly high level of intellectualdevelopment of the individual is required. It is necessary to form an own information environment, where priorities will be clearly defined, as well as curtains and mental filters will be installed, which do not allow the penetration and accumulation of unnecessary and harmful information. The triumph of man in the modern information and digital age lies in the fact that we have reached the level of a society of mass information consumption. But the tragedy is that people were not ready for such a rapid turn in the development of our civilization. There is a real risk of losing one’s humanity, turning not into spiritual beings, but into something similar to machines, homo technologicus, for whom not only higher spiritual needs disappear, but also the value of life in general. In order to avoid a negative scenario, it is necessary to seriously revise the attitude to information, to make information hygiene at all levels the norm of our life.

Materialism, life satisfaction and Compulsive Buying Behavior: An empirical investigation on Egyptian consumers amid Covid‑19 pandemic

As part of transformative consumer research, which attempts to achieve effective ways to improve people lives, this research focuses are on comprehending the issue of materialism, especially during the Covid-19 crisis. Few studies deal with materialism within the setting of developing nations, especially in a large populated consumer society like Egypt in the Arab region. For this purpose, this research adds to the prevailing literature on materialism through proposing and testing this research’s conceptual model to investigate whether or not compulsive buying behavior (CBB) has a mediating impact in the link between materialism values and consumers’ life satisfaction. The researcher adopted a quantitative research design and used a single-stage cluster sampling technique and mono method for data gathering through distributing a large-scale questionnaire instrument. The structural equation modelling (SEM) methodology was implemented. The findings confirmed that the model is specified and yields a fit. Results uncovered that amid Covid-19 pandemic, materialism and individual’s life satisfaction are insignificantly associated except for the happiness sub-component of materialism. Furthermore, the association between materialistic values and CBB is insignificant except for the happiness sub-component. There is an insignificant effect of CBB on individual’s life satisfaction. To add, CBB doesn’t mediate the relationship between materialism and individual’s life satisfaction. This entails that Egyptian consumers consider having possessions a source for happiness but not the core of success. They are engaged in compulsive consumption for happiness and this may not lead to life satisfaction. This implies that Covid-19 may have produced pressures on Egyptian consumers to seek happiness through buying behaviors. Consequently, marketers should have several interventions to the feelings of happiness and consumers’ general life satisfaction in their messages and social marketing campaigns.

An Examination of Consumerism and the Role of Technology in Don DeLillo’s White Noise and Cosmopolis

Human society has entered an era marked by myriad phenomena collectively labeled ‘modernisation’. Over the past 100 years, scientific breakthroughs and technological innovations have radically changed the human experience. Almost everything we touch or use in our homes, our garages, our offices is the by-product of an intense and complex industrial system: our consumption of goods is notably a function of our culture. We are surrounded by a manufactured world. Like most phenomena, the critical reality lies not in the general characteristics of modernisation, but in the particular and unique conditions of people’s lives, and the effects of modernisation in the places where we live: in our homes, our communities, our natural and cultural environments. Two texts which are concerned with an exploration of the complexities of modernisation, particularly technology and the resultant consumerist culture, are Don DeLillo’s White Noise and Cosmopolis. The purpose of this study was to examine the relationship that exists between consumerism and technology in the two texts. This investigation used historical, philosophical and psychological theories. From a historical perspective, the study focused on contextual approaches, which looked at the historical development of technologies in relation to their social context. Employing postmodern theories, the characters’ motivations to buy and consume products in both texts were discussed. In essence, it was noted that consumerism physically and mentally affects consumers. On the physical level, people living in the consumerist society cannot avoid its tentacles because there are too many outside forces keeping them in the system. Technology has become as much a part of the texture of daily life as humans are themselves. In fact, the two seem inextricable. In both White Noise and Cosmopolis, the pervasive presence of technology proves both menacing and comforting—toxic threats abound, while concurrently the characters are bombarded with advertised information and promises of immortality through scientific advancements. Thus, consumers relentlessly buy products and feel that the products they buy determine their identity.