Consumption Assumption

I think I want to start integrating this term into my lexicon as a cultural studies term. My Google search has yielded only logic definitions. At the moment, my working cultural studies definition is this:

The consumption assumption assumes that first and foremost, we are consumers. Above all else, ethnicity, class, religion, occupation or location, we are consumers. This assumption is used regularly; it plays off of our most internalized needs and desires (many of which are media-induced) and encourages us to behave in certain ways. In the same way that being a dedicated New Englander may cause one to drop $500 on Red Sox World Series Tickets, or being a dedicated father causes one to purchase a new home security system; being a dedicated consumer causes us to be particularly affected by advertising that plays on our desire to consume, and little else.

Please respond with any and all thoughts or offerings.