The world and the things in it are not just perceived; they are perceived in relation to one's self-concept.
Individual needs of personal autonomy, self-definition, authentic life or personal perfection are all translated into the need to possess, and consume, market-offered goods. This translation, however, pertains to the appearance of use value of such goods, rather than to the use value itself; as such, it is intrinsically inadequate and ultimately self-defeating, leading to momentary assuagement of desires and lasting frustration of needs. . . . The gap between human needs and individual desires is produced by market domination; this gap is, at the same time, a condition of its reproduction. The market feeds on the unhappiness it generates: the fears, anxieties and the sufferings of personal inadequacy it induces release the consumer behaviour indispensable to its continuation.