A Screen as a Mirror of Consumer and Its Consumerism: Does Modern Consumer Consumes Itself?
27th World Multi-Conference on Systemics, Cybernetics and Informatics (WMSCI 2023): Proceedings 2023
Ilze Jankovska, Elīna Gaile-Sarkane

This paper will explore and prove a new concept of consumer identification. To expand the perspective on the modern consumer and make it describable, the potential provided by the digital age, i.e., the possibility of self-definition, must be taken into account. The forms of consumer identification that have been used so far are outdated, because in a virtual world consumers can choose who they want to be. As more real-life shifts to the virtual, a new concept of consumer identification is emerging - “You consume yourself”. In this concept, consumers become the product or service by looking at themselves on a screen. The consumer generates an offer from self to others and also consumes self by looking at self on the screen - “you are a showcase for others and you are a showcase for yourself” [14]. The aim of this paper is to substantiate the identified self-definition concept of consumers “You are consuming yourself”. Accordingly, the research question is: does the modern consumer consume him/herself and how does this influence decision-making in the changing environment of today?


Keywords
consumer identity | consumption trends | modern consumer, virtual consumer | virtual realit
DOI
10.54808/WMSCI2023.01.224
Hyperlink
https://www.iiis.org/DOI2023/SA817PK/

Jankovska, I., Gaile-Sarkane, E. A Screen as a Mirror of Consumer and Its Consumerism: Does Modern Consumer Consumes Itself? In: 27th World Multi-Conference on Systemics, Cybernetics and Informatics (WMSCI 2023): Proceedings, United States of America, Orlando, 12-13 September, 2023. Winter Garden: International Institute of Informatics and Systemics (IIIS), 2023, pp.224-228. ISBN 9781713880325. ISSN 2771-0947. Available from: doi:10.54808/WMSCI2023.01.224

Publication language
English (en)
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