The Postmodern Consumer: An Identity Constructor?

This article attempts to contribute to better understand the postmodern consumer, by trying to identify one of its main characteristics: an identity constructor. Indeed, after studying the postmodern conditions, we have noticed that every condition favors the creation of identities voluntarily and consciously assumed by the consumer. The consumer is always looking to be socially desired by changing his identity every time he wishes. An empirical study was, therefore, conducted to confirm this postmodern consumer trend. The results found shows that the postmodern consumer is not seeking to manage his impression in front of others through changing identities but rather he seeks to live deeply himself in all identities which he built.