This exactly. When folks buy the idea that their primary identity is as consumers, they loose the ability to resist all the psych-ops marketing constantly thrown at them (at least at those living in Occidental countries).
In contrast, people who consider themselves first as creators---those who work to produce something of value, out of a desire to serve others through one's work (this is broader than just the 'creative class')---may be much more restrained and selective in their purchases. "Will this tool enable me to work more effectively?" "Will this item last long enough?"