| Abstract: | Abstract The author examines the role that the buying of commodities plays in the identity formation of the individual. He concludes that it is nowadays no longer the instrumental utility value but a psychical utility value that influences the decision to buy a commodity and that the psychical utility value can have different functions for consumers. In neurotically structured individuals, normal consuming can end in an identity extension where the individual identifies transitively unconscious scenes with those in advertisements, thus making these unconscious scenes conscious in their guise. When individuals are mainly narcissistically structured, an “identity of commodities” can be found, that is, a non-personal identity formation mediated by commodities in which the individuals identify reflexively with the scenic figures from Internet games, movies, television programs, and commercials. |
