Historically, personal identity revolved around religion, civic participation, and pride of (oftentimes small) place. But as those traditional bonds disintegrate in the face of industrialization, urbanization, and secularization, brands and objects become a means to curate and project who we are. Users of iPhones “think different” than users of Android-enabled phones do. A Volvo station wagon, a brand and model favored by liberal residents of academic communities, isn’t likely to be found in the drive-through at Chick-fil-A, a fast-food chain favored by conservatives.1 Small acts of
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