Sociologists recognize that many aspects of our daily lives are made up of consumption. In fact, the Polish sociologist Ziegmont Bowman wrote in the book “Consumer Life” that Western society no longer organizes about production behavior, but around consumption. This shift began in the United States in the mid-20th century, after which most of the production was transferred overseas, and our economy turned to retail and service and information. Therefore, most of us are consuming rather than producing goods. On any given day, people can go to work by bus, train or car; work in offices that need electricity, gas, oil, water, paper and a lot of consumer electronics and digital goods; buy tea, coffee or soda; go to the restaurant Have lunch or dinner; pick up dry cleaning; buy health and hygiene items at the pharmacy; use the purchased groceries to prepare dinner, then watch TV at night, enjoy social media or read books. All of this is a form of consumption. Because consumption is vital to our way of life, it is important in our relationships with others. We often organize visits with other people around consumer behavior, whether it is sitting down as a family to eat, eating a movie with a date, or shopping at a mall to visit friends. In addition, we often use consumer goods to express our feelings about others by giving gifts, or especially in the act of marrying expensive jewelry. Consumption is also a core aspect of celebrating secular and religious festivals such as Christmas, Valentine’s Day and Halloween. It even becomes a political expression, like we buy goods that are ethically produced or procured, or participate in buying or resisting a product or brand. Sociologists also see consumption as an important part of the process of forming and expressing personal and group identity. In subculture: the meaning of style, sociologist Dick Hebdige observes that identity is often expressed through fashion choices, which allows us to classify people as hipsters or emojis. This happens because we have chosen what we think we can say about who we are. Our consumer choices often mean reflecting our values and lifestyles, and in doing so, sending visual signals to others about us. Because we associate certain values, identities, and lifestyles with consumer goods, sociologists recognize that some disturbing effects follow the centrality of consumption in social life. Based on our interpretation of consumer practice, we often make assumptions based on one’s personality, social status, values and beliefs, and even their wisdom, even without realizing it. Because of this, consumption can serve the process of exclusion and marginalization in society and can lead to conflicts between class, race or ethnicity, culture, sex and religion. Therefore, from a sociological point of view, consumption far exceeds the eye. In fact, there are many studies on consumption, and there is a complete sub-field focused on it: consumer sociology.