Assignment 3

Group members
Amna Saeed
Washeek Naseer
Ali Ahmad Saeed
Shahzaib Shahjahan
Abdul Nafay Rasheed

Q. At the end of the day, are you what you buy?

Yes, as a matter of fact, we are what we buy. In accordance with the symbolic self-completion

theory, some people believe to have an incomplete identity, and they tend to complete it by

gaining and consuming certain products and services. Based on our id, we buy the basic

physiological necessities that internally satisfies us and end up representing us.

In addition to that, some people like to remain in their comfort zones more often, so their

wardrobe would majorly consist of such clothes that portray their personality, i.e., casual clothes,

like hoodies, sweatshirts, little to no hint of fancy/shimmery attires, and a greater number of

neutral colors instead. And those people would even purchase other items that may bring them

warmth, comfort, and reassurance, for example, stuffed animals. Some people are conscious

about their looks and diet, so they will spend more money on hair/skin care, nutritious food, and

would also have gym machines in their homes. Also, the food items we consume also represent
our moods in that specific moment. For instance, sometimes, people during stressful/anxious

moments are likely to turn to fast food and increase consumption of sugary foods, referring to

them as their “comfort food”.

At the first level of our Extended Self, that is Individual Level, we unconsciously buy products

that become a part or our daily routine, like a certain brand of phone, laptop, and car. Also, on

the Community and Social Levels, people may wear clothes that represent their cultures. For

example, a person wearing Ajrak is basically representing their identity, that they belong to

Sindh. And Shalwar Kameez also represents that a person is from Pakistan.

However, this may not always be the case. Sometimes, we are certainly not what we buy. In

some cases, marketers also influence our thoughts; some marketers use manipulative

advertisement strategies, that make us believe that we require the goods they sell, and that we

can fully satisfy our needs by consuming those products. Another example of this can be women

using whitening creams. In our society, being white represents beauty. So, women are forced to

wear these creams in order to showcase themselves as beautiful.

Also, the concept of looking glass-self can be discussed here, that is, we see ourselves through

the perspectives of others. Therefore, sometimes we wear clothes or consume other products that

would make us seem superior in the eyes of others. The societal pressures, especially in upper

class, where mostly people expect each other to wear only branded clothes and jewelry, and

while a specific individual cannot either afford branded items, or doesn’t like to spend too much

on brands, they would also be forced to do so, only to “fit in” within the society. This is where
the superego may be conceptualized. In compliance with the society’s morals and ethics, we

limit and restrain ourselves, and act in a certain way. We buy things in order to express our

personality. An example of this can be that if someone owns a Honda city, they own it because

it is their necessity. People with a range rover drive it to showcase their personality as well as

their personal choice. They want to fit in within the society culture of owning expensive cars to

showcase themselves as rich and prestigious.