Excessive brand consciousness can be attributed to multiple psychological factors, including low self-esteem, social status, and the need for validation and acceptance from others—a very external Locus of Evaluation. Individuals who are excessively brand-conscious may feel a sense of inadequacy and believe that owning expensive items will make them more valuable or desirable to others. This is the belief system of “I am not good enough” at work.

For these individuals, the act of holding, wearing, or using expensive items may provide a sense of satisfaction, as it reinforces their belief and makes them feel like somebody.

However, this behavior can stem from deeper psychological issues, such as a lack of self-worth. These individuals feel that they are not good enough on their own and therefore rely on external factors for value. It is the individual who makes the environment valuable and worthy, not the other way around. Inner states are at work.

It is important to recognize and address these underlying issues in order to build a healthy sense of worthiness and self-esteem and to develop a more authentic and meaningful sense of self.

It is the individual that makes the environment worthy, not the other way around. Inner states are at work.