Unlike earlier Consumer archetypes — investors and hagglers — the current take on Consumerism incarnate is strongly allied with the Merchant. It is believed that this concept of the role ascended shortly after World War II, sometime during the fresh rush of Americans throwing their money around the war-torn globe, back when having US dollars to spend made a person special.

There is some variation in style among the Consumers, but it is a superficial distinction, not unlike the division between Nurturing and Devouring Mothers. Impulse Shoppers incorporate the act of buying into their everyday life, buying anything and everything that strikes their fancy. Educated Consumers spend their time to research purchases, but pick up more expensive items. Although the more spiritual-minded among them have their theories about why their habits are best, the central points are the same: they make buying into a lifestyle, and they don’t have a cent left over. Taboo: A Valued Customer cannot have more cash than she owes. All her extra liquid assets must be spent by the end of a month. Money for unavoidable costs (rent, loan payments, etc.) can be put aside, but whatever you have on top of that must be released back into the economy within 30 days of receiving it.

In addition, a Consumer must spend her Avatar rating in Dollars/Euros or more every business day. The only way around this requirement is to spend at least an hour researching a single purchase that will cost at least 10 times your Avatar rating. The Archetype’s patience is limited, however, and will only allow an Avatar to put off buying for 5 business days.