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This paper addresses some general issues concerning consumption that arise from the work of Bauman, Beck and Giddens. All maintain that biography is a reflexive project and that life-styles and consumption are critical to identity-formation and re-formation. Bauman, especially, maintains that this is a source of anxiety, the freedom implied by consumer choice entailing a commensurate degree of personal responsibility. He observes, for instance, that a function of advertising is to assuage the self-doubt that accompanies choice. I seek to argue that these accounts of the impact of reflexive modernisation on self-identity are misjudged. Consumption would be a much less pleasurable practice if it was both subject to ever-expanding free choice and the decisions made were fundamental components of a reflexive process of identity-formation. Indeed, the consequence might well be high and visible levels of distress among those individuals most deeply involved. That this is not apparent suggests that the relationships specified between the process of identity-formation and consumption is tendentious. Consumption may be anxiety-provoking for some groups; there is a real element of risk involved in choosing inappropriately. But there are many mechanisms that serve to compensate. I explore those mechanisms, suggesting that anxiety is avoided through certain processes of group identification and social regulation which the reflexive modernisation thesis claims have atrophied. I conclude that such considerations require that these theories about the relationship between consumption and self-identity be modified.