Self-Reflection in Purchasing Decisions: A Study Narrative on the Psychological Meaning of Consumption

Abstract

In modern life, filled with symbols, trends, and digital exposure, purchasing is no longer simply a matter of fulfilling daily needs. This study examines how purchasing decisions serve not only to fulfill needs but also as a way for consumers to express their identity and construct a psychological sense of who they are. Using a qualitative descriptive narrative approach, this study explores the subjective experiences of three participants who consciously choose certain products to represent their personal values and the social image they desire to project. The results show that the decision to purchase an Osprey bag, Rubtrack shoes, and Mykonos perfume reflects different psychological needs, such as self- actualization, utilitarian values, and the need for social recognition and appreciation. These findings confirm that consumption is a meaningful psychological and social practice, reflecting not only economic preferences but also a role in the formation of self-narratives, social integration, and individual strategies for presenting their identities to others.