What Bling Really Does To You!
If consumer behavior, consumption, and marketing interest you I recommend reading Spent, by Geoffery Miller. (Click here for my book review of the book).
In the meantime below is a quick introduction to the topic…..
Click Here To Read: What Bling Really Does To You!
Introduction (Via Premodeconhist)
Thorstein Veblen coined the expression conspicuous consumption in 1899 to refer to goods which principal aim was to be displayed, advertise one’s wealth and impress one’s peers (p.80). In other words, it makes one’s fortune obvious by stressing one’s ability to waste.
Additional Excerpts (Via Premodeconhist)
A strikingly close concept was developed by the ornithologist Amotz Zahavi. This handicap principle explains why some animals have evolved conspicuous morphological traits and behaviours (flashy colours, loud nuptial noises) which make them easier targets for predators. These are designed to signal their carriers’ superior fitness compared to the competition. Such signals are so costly that only the individuals (usually the males) in the best conditions can afford them (e.g. in case of malnourishment the colours of a peacock’s tail will fade). In turn these characteristics are significant assets in times of courtship.
“Through lurid displays of wealth, Porsche owners signal to others that they could bear substantial financial costs [in order] to reinforce their perceived social status”.
The understanding of the rewards brought by these traits needs to take into account the Darwinian concept of sexual selection. As males (usually) compete for females, behaviours broadcasting fitness ensures reproductive benefits to individuals (i.e. more and better mates; p.81). Across human cultures, females demonstrate a clear preference for resourceful men, implying that a man’s ability to invest in their offspring is a sought-after trait by women (p.82).
“In summary, it appears that women have been selectied to evaluate men’s ability and willingness to provide economic resources to the pair bond. Not surprisingly then, high-income men have reported greater frequency of sex than their low-income counterparts, as well as, greater number of biological children.”
