This chapter explores the links between various aspects of the social and private self. In fact, the chapter raises questions about the efficacy of this bifurcated view of the consumer. The individual and social realm link inextricably. They ‘converge’; the social realm nourishes the self and the self nourishes social interaction. Specifically the chapter deals with a variety of related concepts and topics; for example socio-cultural determinants, norms, group effects, the household/socio-familial milieu, ethics, emotions and ‘innate’ or underlying psychological traits.