The lure for buying is learning

Once you have learned all the options, you make a value judgment.
Your research is new knowledge, and you have to put knowledge to use.

Clever marketing wraps the consumer in minor choice differentiations. Each small decision is a small reflection of you (your taste and values): you shape your identity by choice, and your agency is completed through action.

The consumerist trap is to entangle your shaping of self with commodity selection.

attention awareness behavior belief capitalism change choice community control creativity death desire ego emotions fear freedom goals growth happiness identity insight knowledge labor language life logic love pain perspective politics power present psychology purpose rationality reality reason responsibility self society stress time truth value work