Identity Consumption
People change their personal identitiy for adopting fashion. People try to be different but they become the same so people who entegrate in a group lose their identity.
People are encouraged to consumption with various causes which are adapting new group and creating new trend. For instance, people who change into a new condition depend on their new group conditioning. They start to adapt to the new group with new clothes, behaviour and new hair style. They try to be as the people who are in the new group. In short, this variation starts at first with appearance then character. On the other hand, people who get bored from the same things want to create new trend such as tiki girl who have to same brand clothes, eyeglasses, bag, shoes and hair. All of them are one type. Even their conversation belongs to tiki and they go to same cafes such as Starbucks. In short, you understand people which are tiki whenever you see.
Dissatisfaction
Every kind of person is affected by fashion so they become addicted to consumption. This situation is not only based on needs but also fashion and brand.
Unequality
Nowadays we have been living in a consuming community. Therefore, it's normal that people who have got distinct economic status affect each other and they tend to consumption. These situations cause psychological problems.
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