Conspicuous consumption is a tendency that has firmly established itself among all communities, especially those in developed countries. It used to be characteristic of the upper class, but now is arguably much more common in the middle and lower classes than it used to be. Individuals choose to buy overpriced goods, even though they have options to buy less expensive products with the functionality that is similar of even better. This is due to a number of reasons, perhaps the most obvious and common being the desire to simply demonstrate the fact that one can afford to buy expensive brand clothes, a luxurious car and so on.
This is a photo of my friend wearing a fur coat she has long wanted to buy, and it represents an example of conspicuous consumption in my social environment. It was a very expensive coat, and she had been saving money to buy it for a long time. She belongs to a working-class, low-income family, and I admired her commitment to the goal, assuming that it is important for her to have an expensive real fur coat and not the artificial one. When I was preparing for this task, I decided to ask her why she only wanted an expensive coat and if she could really see the difference between natural and artificial fur coats. She told me she did not, but at the same time she did not want someone who does think that she is wearing an artificial fur coat. This can be used as an example of conspicuous consumption in lower-class communities, because the main reason for the purchase was the need to demonstrate one’s wealth and a certain status in society.
Buying expensive cars is another way to demonstrate wealth, prestige, or social status. The majority of people own cars nowadays, so there are more and more ways to make it into a status symbol. Automobile manufacturers create new designs, functions, and styling options for their vehicles, and it is often quite challenging for the middle- and lower-class individuals to afford a luxurious car. In spite of that, many people find ways to do it, oftentimes only to impress their friends, colleagues, and relatives. While trying to project the image of wealth or importance, most of them do not even know about or use all of their vehicles’ functions and capabilities in their daily life. Therefore, it mostly serves as a sign of the ability to purchase expensive things.
Expensive jewelry has always been one of the symbols of a good income and a high social position. Nowadays, the middle and social classes also tend to purchase fine jewelry pieces that are more expensive than they can generally afford. While some people may argue that expensive jewelry is better in terms of quality, it can be stated that a large amount of it is overpriced. In addition, there are numerous alternatives of these ornaments that are more affordable. In spite of this, many people, including the middle- and lower-class individuals, still prefer to buy pieces that cost more because they want to showcase certain status or demonstrate prosperity. These feelings and intentions may happen consciously or subconsciously with different people. The ethics of such luxury purchases have been discussed by many researchers (Moraes, et al.). However, the general public is not yet attempting to reflect on the reasons and the rationale behind these tendencies.
Work Cited
Moraes, Caroline, et al. “Understanding Ethical Luxury Consumption Through Practice Theories: A Study of Fine Jewellery Purchases.” Journal of Business Ethics, vol. 145, no. 3, 2017, pp. 525-543.