Everyday factors influence the way each person experiences life even in the most subconscious of ways, pushing humanity towards a culture that places emphasis on ideals which are a rare natural occurrence in society. Chuck Palahniuk's novel Fight Club delves into how the human subconscious is influenced by these factors, placing emphasis on a mundane business context. Fight Club gives the reader insight into how capitalism and mass consumerism shape the way people think, and how the stimuli created by marketing determine how civilization participates in it. By creating a mass culture, consumerism pushes people to purchase what is marketed as “In” and can leave an absence of happiness by not owning such items. Capitalism, and consumerism by proxy, will tend to drive a divide in human emotions allowing society to look beyond what is right and shift focus to mutual profit. The harmful effects of a capitalist and consumerist lifestyle are commented on in Fight Club by showing us the psyche of a character driven mad by his involuntary acceptance of his daily life. Driven by the submissive mentality of a corporate mentality, the Narrator feels as if life is meaningless. Instead of fighting for something worthwhile, he works in a job that profits from the loss of others and participates in daily shopping rituals that attempt to make up for the contempt he has for that lifestyle. For this reason of bringing light to the issue, while inspiring people to think about how a capitalist lifestyle impacts the world around them, Fight Club should be considered for a literary study. By portraying an unrealistic ideal of cultural normality, marketing creates a divide between how the average person perceives society and the ho...... middle of paper ...... porated drone, takes on a rebellious alter ego that is willing to do the dirty work that the narrator so readily avoided. The mental part that needs to be taken away from this novel is that of seeking happiness from within and that simply purchasing material goods to fill the void created by depression will simply continue to breed discontent. Rather than using violence to seek change, make a difference in the lives of others through positivity. Take pride in individuality, as it distinguishes a corporate or consumerist minded person stuck with mindless drones. Never lose sight of the personal goals and unique freedoms that can shape who an individual is. Ultimately, if one loses a sense of self, a person can be driven to the most absurd extremes and can ultimately lead to an unstable state that could end up being as disillusioned as the Narrator himself..