Rational choice theory and structuralist theories build their
arguments on deterministic presuppositions on the consumerist
society. As a consequence, their explanation of the relationship
between consumption and identity depends on either an abstract
rationality or on structures of power and control. In so doing, both
theories neglect the role of real people in the processes of identity
construction. On the contrary, relational critical realism stands as a
more receptive perspective toward the ability of human beings in
their social and personal development
