The Unconscious, Retail, and Religion

for Retail News Magazine 12/2019

THE UNCONSCIOUS AND THE CONSCIOUS

The unconscious mind refers to the automatic processes of our psyche.Although these processes lie outside of conscious awareness, modern science confirms they have a major impact on our perception, decision-making, and behavior.

Some theories suggest the unconscious includes:

• Repressed emotions,

• Subliminal perception,

• Involuntary reactions, and

• Desires.

Our conscious mind often rationalizes these reactions—even when we’re actually acting

based on what we call intuition.

INDIVIDUAL IDENTITY

According to Carl Jung’s theory, developing one's identity is the process of bringing unconscious personal or collective elements into conscious awareness.

From this process arises the differentiation and development of personality.Here enters the ego, driven by conscious processes. While it may seem that the ego makes rational decisions, in reality, those decisions often include unconscious components.

To the ego, we can add the persona—our own constructed image of how we present ourselves to the world.

RETAIL

This persona can be further expanded through material objects—such as clothing, jewelry, cars, books, and more.

These objects become extensions of ourselves. Through them, it’s easier to signal to others:

• Who we are,

• Or who we want to be.

It’s a modern phenomenon—we believe the things we own become part of us.

In this belief system, money becomes the most important medium.Western society has turned money into a new kind of religion:

We believe it will help us look better, be better, and therefore feel better.

PARALLEL RELIGION – SHOPPING AND CHRISTMAS

In past centuries, people built grand churches.Today, we build shopping malls, where we gather to worship our faith—not in God, but in brands.

Just before Christmas, we ritually visit stores, and take joy in the things we buy—for ourselves, our families, and our loved ones.We believe that these gifts will make us feel more beautiful, happier, and more powerful.

And so, this holiday season, we wish you pleasant shopping, and may your belief turn into reality.

References:

• Carl Jung: Individuation Process

“We are what we pretend to be.”— Kurt Vonnegut