ABSTRACT
In Chapter 5, social and internalized marketplace-induced stressors are described in terms of “idealized identity” overload, characterized by “think ideal, feel bad” sequences and consumption as compensation. Examples are drawn from fashion industries, where the novel fashion object is primarily valued because it is new and socially desirable, not because of its functionality (e.g. new models/variations of mobile phones, clothes, furniture, holiday trips etc.). So-called stress mediators can explain why social/internalized marketplace-induced stressors may be perceived differently by individual consumers. The mediating capacity of perceived control and perceived threats to cultural and social values are discussed.
