chapter  3
Consuming passions? Psychological motives for buying consumer goods
WithHELGA DITTMAR
Pages 22

The close psychological bond between material goods and our identity documented in Chapter 2 is also evident when we buy new consumer goods. The very nature of shopping and buying has shifted away from functional toward psychological concerns, and this is examined in diverse ways:

• Managing our mood and enhancing our identity are significant buying motives in conventional shops (“bricks”) and the new environment of the internet (“clicks”).