Abstract:
Hyperrelity is one of the contemporary phenomena that gained the attention of
researchers all across the world. The research aims to find the course of hyperrelity in
Pakistan. The research starts with basic concept of self-identity then moving on to
consumer self-identity, postmodernism, hyperreality, eventually hyperrelity helping a
consumer to define self-identity. The concept has evolved over the course of time and
can be witnessed in different forms of life. The research paper is an attempt to explore
how a Pakistani consumer is using hyperrelity to his/her advantage and how is
hyperrelity helping a consumer to refine the self in the light of hyperrelity. The
research provides insightful information about how a Pakistani consumer perceives
hyperrelity to be the part of his daily life.
