Accordingly, this article will provide a conceptual discussion using relevant theory that critically analyzes the tensions between personal identity and social identity social. These theories propose that certain aspects of identity-driving behavior are context dependent. Above all, identity theory reflects the correlation between the roles that people play in society and therefore includes the identities that these roles manifest (Hogg et al., 1995, p. 266). Striker, followed by Tajfel and Turner, believe that social identity theory consists of two levels: personal identity and social identity (Hogg et al., 1995, p. 255). By explaining that each individual is a dynamic entity with an inventory of personal and social identities, we evaluate ourselves inclusively on how we think we should feel and act based on our position within society. It is safe to say that self and identity are two distinct goals, but the self always precedes and constructs an identity. Through consumer observations, individuals make our identities and aspirations known, as these are generally based on our lifestyle. This observation draws on Marx's structural distinctions between class and Veblen's desire for distinction. Bourdieu concludes that lifestyles are “systematic products of habitus” (Paterson, 2006, p. 45) and integrate broader conceptions and interactions within the social255, 259. ). Social identity theory therefore supports Huddy's explanation that by defining "ourselves by the social categories to which we think we belong, such as nationalities, religious or political associations, gender roles, families , and even a niche like a group of fans of a certain sport.” team, we express our social identity” (Huddy, 2001, p. 131). There is extensive research on self-identity and social identity as expressed in the literature by Paterson, which concludes that the notion of identity is established and maintained through acts of consumption (Paterson, 2006, p. 55 ). As noted earlier in this essay, Brewer, Sedikides, and Paterson all believe that symbolic and comic exchanges, recorded from pre-industrial societies, constituted assurance of social status and power within a given social collective. Self-disposition therefore largely depends on the society within which a person