Utility of Choices


Just as our decisions reflect back on who we are, the utility of these choices has suggestive power. We learn more about who we are when we consider what we purchase and the reasons beyond our thinking. In Fight Club, Brad Pitt’s character admonishes us by saying “You are not your fucking khakis,” but how accurate is this statement? Are we not, in some minor sense, our purchases?

Everything we buy exists in multiple domains. A pair of Dockers khakis are at once khakis and symbols of our culture, perceived social status and the characterization of ourselves we wish to present to the world. Certainly the individual wearing a pair of khakis is seeking to suggest something different from an individual wearing frayed jeans. We benefit in our ability to use these varied symbols as we need to: everyone can wear khakis or jeans and do so on the basis of what the moment demands.

It is in this deployment of choice that we can learn so much. If each of us can posses the varied means of communication than it is in the application and selection that the real communication takes place. What pants does he wear and when? Pants are just one example of this ability to communicate. Similar options exist in what we eat, where we live and even what we choose to view on television. All aspects of life come with options and it is in the selection that the individual is revealed.

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