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Advertising, materialism, and consumption are key elements of contemporary Western culture, inundating us with idealized images of bodies, consumer goods, and affluent lifestyles. Psychology is only beginning to explore the significant impact these consumer culture ideals have on individuals' identities and self-worth. This work documents the negative psychological effects of consumer culture on self-perception and emotional well-being. It examines the social psychological aspects of possessing, buying, and desiring material goods, alongside the pursuit of media-driven appearance ideals. Various social psychology approaches, including self-completion, self-discrepancy, and value theory, are integrated to form a comprehensive framework for understanding how internalizing consumer culture ideals affects individuals' self-perception and overall health. This text is relevant for anyone interested in the psychological consequences of living in modern consumer societies, particularly concerning children, adolescents, and adults. It will appeal to students and researchers in social psychology, sociology, media studies, communication, and other social sciences, as well as psychologists, health workers, and practitioners focused on identity, consumption-related issues, body image, and body-related behaviors.