I'm specifically trying to make the point that identity is not just a personal experience -- the experience of how you see yourself. Identity is also a label t

I'm specifically trying to make the point that identity is not just a personal experience -- the experience of how you see yourself. Identity is also a label that can be placed upon you. Parent Comment was trying to reject the personal identity of consumer while their words actively affirming their identity as a consumer in the marketplace. You can reject the personal identity of a consumer all you want, but businesses will still judge you by your actions (how much you spend).