Consumerism is known to impact consumers' personal identity in several ways. For example, the advertising and concept that a manufacturer uses in its brand often has an impact on the user. Consumers may want to look like the character used in advertising a specific product. Additionally, consumers may want to be associated with the broader group that uses that specific product. Such a target market may be prosperous, young, or even beautiful; therefore, consumers will strive to achieve such status by using this specific product. More specifically, the essay will evaluate how consumerism develops identity by encouraging self-worth through feelings of feeling young, masculine, successful and beautiful, while using a number of examples. Later, it will evaluate how women use unconventional means to achieve what society and manufacturers portray as youthful and beautiful. Extravagant consumer behavior is another approach that consumerism has led to. Finally, consumers use certain products to appear resistant to social values. Although consumerism encourages self-enhancement, it also makes some users hate themselves and facilitates extravagance and a sense of resistance to society's values. In most cases, consumers tend to associate certain behaviors with their consumption patterns which end up becoming habits. These habits also go a long way in shaping the user's personal identity. For example, most products that consumers purchase tend to increase their sense of self-worth because most products meet their needs. Some manufacturers tend to associate their products with youth and class (Espejo, 23). Therefore, they target a certain group of consumers and even use these groups in advertisements associated with these groups. For example, Sprite tends to use such tactics to market its products because it wants to associate with young people and the activities they undertake (Thaler, 55). It's common to find Sprite associated with groups like hip hop and basketball. Such an approach also helps targeted consumers feel young. By feeling young, consumers will reject the preferences of the older generation and create new aspects and activities associated with younger people. In fact, manufacturers who build brand loyalty early are more likely to progress through life. They might even decide to change the theme of the product as consumers grow. For example, they might introduce an activity typical of adolescence and early adulthood over time. In return, they will continue to purchase the product because it makes them feel young and stylish. This group of consumers will feel more like a cult or followers who will honor their brand like a god. One such example includes Apple, which has created a mass audience in the technology market. This feeling of unity among consumers of a certain product creates a culture that everyone will strive to follow. Although the title of the essay is Impact of Consumerism on Personal Identity and the following titles match their structure, this essay presents a unique approach in analyzing consumerism. The brands present in this text tend to use common practices. Annexed list of what this looks like: Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get.