The schema of identity has a close relation with the identity of consumers. This is because the schema of identity has a close representation of one’s understanding about them, in consideration with a specific role that includes the product cluster related to identity being represented. The product cluster related to identity is referred to as the actual possessions of an individual that has a close relation with identity (Dittmar, 2008). Therefore, there is a major impact on the behaviour of buying. Hence, it can be stated that in the current era, consumers give huge importance to identity that they achieve by buying certain products they feel are important for having a better identity.
The importance of identity is described as relatively providing a rank to a specific social identity in the self- concept of an individual that is organized by their own hierarchy. Psychologically persuading towards perfection, it is referred to as the psychological tendencies to persuade the good element in the activities of consumer (Todd, 2011). Psychologically persuading fame, it is referred to as certain psychological tendencies of consumers in hope to utilize famous brands for improving their statuses in the society.
Psychologically persuading divergence, it is referred to as the opposite category of psychological phenomenon to obey the ordinary. It is referred to as persuading the trends which is to be different from the popularities of the society.
Theory of Conspicuous Consumption
In context with the shopping experiences of consumers and development of their identity, the theory of conspicuous consumption seems to be playing a significant role to create an understanding (Dittmar, 2008). Conspicuous consumption is referred to as the acquiring of and spending of money on luxurious products and services for public display of an individual’s power of economy, either the income of buyer, or the accumulated wealth of the buyer.
In the sociological context of the conspicuous consumer, this type of public display related to the discretionary power of economy is a source either to attain or to maintain a provided social status (Veblen, 2009). In addition to this, invidious consumption contributes in denoting deliberately conspicuous consuming the products and services with an intension of provoking to make other people jealous, as a source to display the strong socio- economic position of the buyer.