This theory states that people preoccupied with social status reject products that are perceived to be possessed by the common populace. A reverse theory of the bandwagon effect, also expressive of modern day consumptive behavior, is the 'snob" effect (Mason, 1981). In essence, this effect is an attempt to "keep up with the Joneses" in order to preserve one's self-esteem (McCormick 1983). Modernized Vablen's work, Duesenberry (1967) developed his own theory which he labeled the "demonstration" or 'bandwagon' effect. Above all, as Veblen notes, the objects of conspicuous consumption must be wasteful, or possess no useful value, in order to reflect credibly on one's reputation (1912, pp. were prerequisites of men of gentle breeding" whose lavish spending "redounded to their glory" (Diggins 1978, p.17). Wearing diamond-studded jewelry and overindulging in luxurious foods and alcohol. To Veblen, lavish spending was "symptomatic of the superfluous life-style of the rich. He theorizes that " pecuniary strength" confers not only "invidious distinction', but also honor, prestige, and esteem within the community.
According to Veblen (1912), the strength of one's reputation is in direct relationship to the amount of money possessed and displayed i.e., the basis "of gaining and retaining a good name, are leisure and conspicuous consumption" (p. The earliest of which was put forth by Thorstein Veblen in his book The Theory of the Leisure Class, first published in 1899. Several themes have boon proposed as to why people feel the need to conspicuously consume. Finally, an analysis of marketing's response to conspicuous consumption along with discussion of some more recent explanations of this unique consumption behavior are incorporated in this presentation. Then, a periodization scheme is used to explain and compare traditional, achieving, affluent (Mason 1981) and post-affluent societies as they relate to conspicuous consumption. First, three theories of conspicuous consumption are briefly reviewed. The purpose of this paper is to demonstrate how modern American conspicuous consumption has developed through time and over societies. Further, he suggests that by studying overt displays of wealth both between and within social groups, we may better understand what has propelled Western societies headlong into their present preoccupation with material possessions. McCracken (1987) notes that "conspicuous and competitive consumption are especially important to the study of the history of consumption because they play such an important role in the growth of a consumer society' (p. Some argue that flagrant consumptive behavior is the unfortunate result of capitalism (Veblen 1912, Marx 1848 Galbraith 1984, Toynbee 1973, Stanfield and Stanfield 1980), while others note that material ownership helps us to define who we are (Goffman 1952, Belk 1988, Solomon 1983, McCracken 1987, Levy 1959). Yet as societies became industrialized, players of achieved wealth, or the nouveau rich, followed by those of moderate and even negligible success entered the game. Early in the game, only the aristocratic elite could play. Since that time, although the players and what is consumed have changed, the game of ostentatious ownership has remained essentially the same, with the winners being awarded status, prestige and honor.
The desire to conspicuously consume dates back to tribal times when men possessed women and slaves as trophies of their status (Vablen 1912). Spending money to tout one's success is not a now phenomenon.
Further, it analyzes marketing's response to conspicuous consumption in both affluent and post-affluent societies. This paper traces the roots of modern American conspicuous consumption and offers an explanation as to the underlying motive driving this unique consumption behavior. Meaning, Measure, and Morality of Materialism, 1992 Pages 82-87Ĭhristine Page, Department of Marketing, University of ColoradoĬonspicuous consumption refers to the ostentatious display of wealth for the purpose of acquiring or maintaining status or prestige.
Rudmin and Marsha Richins, Provo, UT : Association for Consumer Research, Pages: 82-87. Further, it analyzes marketing's response to conspicuous consumption in both affluent and post-affluent societies.Ĭhristine Page (1992) ,"A History of Conspicuous Consumption", in SV - Meaning, Measure, and Morality of Materialism, eds. ABSTRACT - Conspicuous consumption refers to the ostentatious display of wealth for the purpose of acquiring or maintaining status or prestige.
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