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"""individual choice and private life."" That is, every individual has complete freedom to choose what he wants for the sake ofprivate pleasure. Third, consumerism culture is based on ""needs are unlimited and insatiable."" 19 Consumerism offers satisfaction (satisfaction) for all consumer needs, but ironically that satisfaction will never be achieved because consumerism always states everything that consumers want as a need. consumerism is much more than the creation and consumption of goods and services. . . . From that point, they need to need and desire to desire. Instead of consuming goods themselves, they consume the meanings of goods as those have been constructed through advertising and marketing. In a sense, they become what they buy. Consumers develop a sense of who they are and what they want to become through consumption, or ""I consume, therefore, I am,"" . . . they consume to express personal style and taste. Hence, they do not merely buy goods and services for pleasure. . . . They purchase Harley-Davidson motorcycles to symbolize personal freedom, Nike shoes to suggest ""I want to be like Mike."". . . They embrace these ""brands"" to characterize their lifestyles, personal relationships, and self-images."

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