So it occurred to me that the range of consumer choice represents a
desire to change not the product but one's own life. If my brand of
coffee represents me then symbolically, changing brands represents
changing my life.
Obviously, this change is insignificant, if I wished to improve my
family relationships or my job prospects and so on. To believe that a
change of brand will change one's life is irrational. However, it
seems to me that this constitutes a desire for magic. Work, effort and
reflection are not needed- just a consumer incantation.
As with all magic spells, if a consumer ritual fails to effect the
desired change, then another attempt might work. The failure was
improper recitation. The wrong brand of ketchup and life is a failure.
If only I could choose the right ketchup, car, jacket and shoes.