消费主义文化的价值观，规范和语言是与众不同的。鲍曼解释说，“现在责任首先是对自己的责任（’你欠自己’，’你应得的’，因为交易员’放心责任’），而’负责任的选择’是，第一个也是最后一个，那些为利益服务并满足自我欲望的举动。“这标志着消费主义文化中的一套道德原则不同于消费者社会之前的那些时期。鲍曼认为，令人不安的是，这些趋势也发出了信号。广义的“他者”的消失作为道德责任和道德关怀的对象。由于极度关注自我，“消费主义文化的特点是成为别人的压力。”因为我们使用这种文化的象征 – 消费品 – 来理解和表达自己和我们的身份，我们对商品的这种不满，因为他们失去了新的光彩，转化为对自己的不满。鲍曼写道，[c]对消费者用来满足他们需求的产品不满 – 并且他们也对所获得的身份以及定义这种身份的一系列需求不断产生不满。改变身份，抛弃过去，寻求新的开端，努力重生 – 这些都被这种文化所宣传为一种伪装成特权的义务。在这里，鲍曼指出消费主义文化的特征，即尽管我们经常把它作为一套重要的选择框架，但我们实际上有义务消费以制作和表达我们的身份。此外，由于紧急趋势，甚至领先，我们一直在寻找通过消费者购买来修改自己的新方法。为了使这种行为具有任何社会和文化价值，我们必须使我们的消费者选择“公开识别”。
The values, norms and language of consumerism culture are different. Bowman explained, “The responsibility is now the responsibility for yourself (‘you owe yourself’, ‘you deserve’, because the trader ‘reassured responsibility’), and ‘responsible choice’ is the first one The last one is the act of serving the interests and satisfying the desires of the self. “This marks a set of moral principles in the consumerist culture that are different from those before the consumer society. Bauman believes that it is disturbing that these trends have also signaled. The disappearance of the broad “other” is the object of moral responsibility and moral concern. Because of the extreme attention to self, “the characteristic of consumerism culture is to become the pressure of others.” Because we use the symbol of this culture – consumer goods – to understand and express ourselves and our identity, we are dissatisfied with the goods because they lose The new glory has turned into dissatisfaction with oneself. Bowman writes that [c] is dissatisfied with the products consumers use to meet their needs – and they are constantly dissatisfied with the identity they receive and the range of needs that define this identity. Change identity, abandon the past, seek new beginnings, and strive to be born again – these are advertised by this culture as a masquerading obligation. Here, Bowman points out the characteristics of consumerism culture, that is, although we often use it as an important selection framework, we are actually obligated to consume to make and express our identity. In addition, due to urgent trends and even leading, we are always looking for new ways to modify ourselves through consumer purchases. In order for this behavior to have any social and cultural value, we must make our consumers choose to “disclose publicly”.