Reading the text I have built a large collection of small extracts and notes which I have been able to use to summarize the text and the subject that it is discussing.
To start, Research suggests that people not only buy products for their functions but also because it somehow represents who they are, and can also be used to identify how people judge other people by their material possessions, (consumption and identity). - Reinforcing their identity and where people belong socially. - self-recognition begins around the age of 2 - As we grow older recognition and concept of self, becomes more complex. - Identities can also be molded/changed by lots of variables such as other people such as friends and family, the same goes for beliefs and religion. - Humans categorize other people in relation to themselves. - Brands and products can be used to identify a person and what they are like.
(These notes show that there is a strong bond between brand and buyer. That there is a lot more meaning in the materialistic items that people buy).
Continuously comparing ourselves to others helps to build positive self-esteem, meaning we can feel better or worse compared to what other people own.
The text then starts a new section called with the heading (symbolic meaning of products).
Categorizing and comparing ourselves clearly shows that material goods have some meaning. - Individuals learn from a young age that material possessions mean certain things. - Children learn that other people respond to them depending on the kind of things that they own. - There are also people that do not like the idea of being represented by the products that they buy and therefore will actively not buy certain products to 'not become a certain person'. - It is clear that people consume to represent who they are, but does consumption actually alter who a person is? - Assumptions about the person effects how we respect them.
So reading all of my notes collectively, the text explains that people have the conscious and subconscious ability to build their personality and control the way that they are perceived by the products that they buy.
Completing this study task makes me think about my own target audience and what my designs mean to them. Fortunately for me, my research has the entirety of the earth population in mind, because my research is all about the sustainability of the planet.
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