An Ultra-American is so capitalist that they prefer plutocracy over democracy. It's some sort of consequence of the cold war I'd guess.

I've not read 'The Space Merchants' but I wonder how it assaults that sentence as I believe it is generally true. That's not to say that your chosen brands are a full representation of your personality, but they certainly cover a lot of it.

I shop at Albert Heijn, even though there's an Aldi, Lidle and Jumbo at roughly the same distance from my house. I'm sure that will tell you all sorts of things about my personality. Not that all people who go there are the same, but it'll still tell you something about me. Same goes for that my workstation runs Linux, and my laptop is a Mac (with dual boot linux).

I don't think now you know exactly what kind of person I am, but they are partial reflections of my personality. What I tolerate, and what I don't. What I prefer and what I disdain.