In Erwin Goffman’s The Presentation of Self in Everyday Life, he emphasizes the significance of group influence on an individual’s consumer habits. Our daily mundane tasks and practices are in accordance with our social identities; more often than not, we undertake consumption practices that reinforce our sense of self (Goffman,1979). An individual’s need to act a certain way is described as a ‘front’; this means that to maintain our social roles, we adopt various behaviours that make people perceive us in a particular manner (Goffman, 1979). Arguably, we are always putting up a front in various contexts in order to be perceived by others in a certain way. Whether consciously or subconsciously, we adopt practices intended to develop and establish social identities. For instance, why would a doctor give a placebo to a patient who keeps demanding comprehensive treatment? Even though he is aware of its powerlessness, the doctor still administers the placebo because, like an actor on stage, he wants to present himself to the patient in a manner that fortifies his preferred identity (Goffman, 1959). By this argument, consumers also develop practices and preferences that best align with their assumed social roles (Champniss, 2015). For instance, the tradition of purchasing and exchanging gifts during the holiday season is meant to reestablish social identity in our social groups. When gifts are exchanged, social roles are reinforced, and the giver’s desired image is projected (Morgan & Broniarczyk, 2011). Gift-giving, a common practice during the holidays, clearly demonstrates a consumption practice’s significant role in developing and maintaining social identity.
According to the Social Identity Theory, part of an individual’s self-concept is derived from the social groups that they belong to, such as the family, age groups, ethnicity, sports teams, and social classes (Tajfel & Turner, 1979). Such social groups are significant sources of self-worth, identity, and belonging; therefore, they are crucial in boosting an individual’s self-esteem (McLeod, 2023). To maintain their identity in their social groups, an individual’s consumption behaviour will often conform to the norms of their social groups.
A significant concept of the Social Identity Theory is the in-group and out-group classification. An in-group is defined as the group to which a person belongs, whereas an out-group is the group to which they do not belong (Vinney, 2023). In forming social groups, people first classify themselves as members of a particular group, compare their in-group with others to ascertain its value, and then begin adopting the identities of their newfound groups.
Intersectionality is an essential aspect of the Social Identity Theory, whereby an individual has multiple social identities that overlap, thus producing unique situations and challenges. Most of the time, an individual will have several social identities. Failure to acknowledge intersectionality makes it impossible to understand the individual and acknowledge the challenges faced by people with intersecting identities (Plummer, 2022). For instance, an individual may have social identities based on both gender and ethnicity.
An example of a consumption practice I adopted is purchasing many gifts for my friends and family during the holidays. Even though I do not particularly pay much attention to gift-giving on an ordinary day, I spend a significant amount of money on gifts and other necessities during the holidays. Such holidays include Valentine’s Day, Mother’s and Father’s Day, Thanksgiving, Halloween, Christmas, and Easter. Gifts are modified to suit the specific type of holiday.
Gift-giving has been a family tradition for a very long time. Holidays and special occasions are commonly marked by exchanging gifts between members; therefore, it is commonplace to head to the gift shop or store in anticipation of an approaching holiday or perhaps a family celebration. Naturally, any family member present during holidays will carry a gift that serves to observe and maintain a much-loved family tradition. This simple practice serves to identify and reinforce one’s identity in the family.
The family is defined as the smallest identifiable social group, which can take many forms, such as nuclear and extended (Chudhuri, n.d). Families, as well as other social groups, will often influence an individual’s consumer habits. Collective consumption practices are standard in families as they serve to build identity (Epp & Price, 2008). As such, members of the same family will often adopt the same consumption behaviours and practices.
In reference to the social identity theory, my consumption practices over the holidays align with my social identity as a member of my family. The purchase of gifts is an identity-formation process through which I communicate and maintain my identity as a member of my family. Every holiday season, I buy and exchange gifts just like everyone in the family does. Therefore, gift-giving is a classic practice where individuals maintain their social identity by participating in everyday group activities.
As earlier stated, an individual in a group will adapt their behaviour to comply with the group norms (Madison, 2024). I feel a sense of belonging when I exchange gifts with my family. I find gift-giving pleasurable because it elicits a strong sense of belonging in my social group. Notably, a solid social identity of any type leads to the individual’s improved satisfaction with life and self-esteem (Pirutinsky & Mancuso, 2011). Therefore, not only is gift-giving beneficial for my social group, but it also helps me develop a strong sense of self.
Understanding the deeper meaning of a mundane task also helps me understand the concept of social classes and how they work. Looking beyond my family, I realize that there are other groups I belong to where the aspect of social identity also applies. In these groups, I also assume a different social identity, and the roles I play in the groups differ from those of other groups. It is a great way to reflect on my beliefs, understand my social roles, and understand intersectionality.
It is important to note that, other than family tradition, there are other factors that influence my habit of buying gifts every holiday season. Intersectionality is the concept of individuals belonging to and identifying with several social groups simultaneously; therefore, their social identities overlap and influence their life experiences (Plummer, 2022). For instance, though I buy gifts because of my family, I have other fulfilling reasons to celebrate holidays: I also identify as a citizen who recognizes and loves holidays.
Another factor to consider in the analysis of my consumption practice is the significance and impact of social class: the frequency of buying and the type of gifts bought. These factors are great pointers towards how social class influences consumption practices. Through his theory of practice, Pierre Bourdieu argued that social class significantly shapes consumption habits. Members of society use economic, social, and cultural resources to navigate social structures (Bourdieu,1986). In addition to that, access to these resources is a determinant of social positions and, therefore, social behaviours.
Exploring my consumption practices provides an opportunity to reflect on my identity; this refers to how consumption influences daily life. Identity influences consumption, but consumption can also directly influence identity (Sassonko, 2020). Understandably, considering that individuals consume to reinforce their identity, it is possible for them also to alter their identities through their consumption practices. Therefore, it is worth probing how, over time, consumption habits can alter personality.
It is imperative to note other factors that influence increased spending and impulse buying during the holidays. For instance, increased holiday advertising, especially on social media, increases financial spending. Other factors influencing consumer behaviour include personal interests, culture, and environment. Even though social identity is important, many factors come into play when consumers make purchasing decisions.
Lastly, examining the impact of social identity provides an avenue to challenge the social identity theory. For example, it is possible to challenge the characterization of consumers according to social classes based on gender, age, ethnicity, and sexuality and encourage the development of unique identities in relation to consumer practices and behaviours. In addition, it provides an opportunity to identify limitations of the social identity theory, such as its failure to acknowledge other factors that shape identity and promote a strong sense of self, such as culture and environment.
The practice of gift-giving is significant to both the giver and receiver for many reasons, but most of all, it reinforces a social connection. Gifts help to establish social closeness and are a good demonstration of the role that social identity plays in shaping consumer behaviour. It also provides excellent insight into various aspects of an individual’s qualities and their social standing.
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