Ilze Jankovska, Elīna Gaile-Sarkane

Proceedings of the 27th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2023, pp. 224-228 (2023); https://doi.org/10.54808/WMSCI2023.01.224

Ilze Jankovska
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Elīna Gaile-Sarkane
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Cite this paper as:
Jankovska, I., Gaile-Sarkane, E. (2023). A Screen as a Mirror of Consumer and Its Consumerism: Does Modern Consumer Consumes Itself?. In N. Callaos, E. Gaile-Sarkane, S. Hashimoto, N. Lace, B. Sánchez, M. Savoie (Eds.), Proceedings of the 27th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2023, pp. 224-228. International Institute of Informatics and Cybernetics. https://doi.org/10.54808/WMSCI2023.01.224

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 The forms of consumer identification that have been used so far are outdated, because in a virtual world consumers can choose who they want to be.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?