Market-Mediated Identity: A Theoretical Synthesis of Autonomy, Dissonance, and Contingent Selfhood

This paper presents a systematic theoretical synthesis of identity formation under conditions of consumer capitalism, focusing on the conceptual limitations of Self-Determination Theory (SDT) and related frameworks. Drawing on empirical research across experimental, longitudinal, and meta-analytic studies, it identifies four psychological mechanisms—social comparison dynamics, contingent self-esteem formation, dissonance-reduction strategies, and temporal acceleration effects—that mediate market-driven shifts in identity. The analysis reveals paradoxes in how autonomy, intrinsic motivation, and authentic self-construction are operationalized within hyper-mediated digital environments. To address these tensions, the paper proposes precise boundary conditions for SDT, advances a cross-cultural theoretical matrix predicting variation across cultural dimensions (e.g., collectivism, tightness-looseness, relational mobility), and generates testable hypotheses for future research. This work contributes to the refinement of motivational and developmental identity theories and has implications for clinical intervention, cross-cultural psychology, and digital media research.