Preprint / Version 1

Identity in Consumerism: Exploring the Influence of Media, Brand Perception, and Group Identity on Economic Decision-Making


  • Yvonne Shen Boise High School



consumerism, media, brand, economic decision-making


Modern society is full of consumer products, with suppliers pushing them to be sold and social engineering designed to push purchasing decisions in a certain direction. Whether consciously or unconsciously, tools like persuasive media, branding, and party divisiveness all affect human economic decisions. This paper analyzes the different ways that prevalent marketing techniques of the modern world impact consumerism.

By looking at case studies of identity-based marketing techniques in multiple contexts, this paper will investigate the sociological domain of how these strategies influence thinking. Connecting those insights will allow for a closer look into how economic decision-making trends are shaped.


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