Abstract: According to the data obtained from the survey, the paper studies the influence of consumerism values on the self-identity of impoverished college students. The study finds that under the influence of consumerism values, impoverished college students try to build self-identity through consumption in order to get rid of the present social status. In the process of self-identification, there is a tendency toward anxiety and resistance to identity, a desire for class membership, and an idealization for future expectations.Consumerism values have reinforced the self-identity of impoverished college students, but they have also created a crisis of selfidentityand blurred the boundaries between the real self and the virtual self. The more they attempt to achieve self-identity through consumption, the more they will fall into the trap of consumerism. In essence, consumption not only brings about changes in their status, but also causes confusion in self-identification. Therefore, impoverished students can form positive and beneficial self-identity only by establishing correct values and consumption views, enhancing the discrimination of consumerism values, increasing individual abilities and perfecting personality traits.

Key words: consumerism values, impoverished college students, self-identity