History of consumption

black-friday-macysThroughout history, consumer patterns have changed. Purchasing of good and services were mainly used to display one individuality and self expression, instead of its utilitarian use and longevity. It was used to express cultural values and lifestyles. Being more affluent, society were able to consume and to purchase goods and services to distinguish themselves from others. The marketers and people of power make use of this ideology to segment the market to make it attractive for different categories of people to consumer, and ultimately be controlled and caught in this consumption cycle.