conspicuous consumption and emotional literacy

Veblen’s examination of the leisure class details the precedence that allows for the phenomenon of conspicuous consumption and how reputability pertains differently to various classes, which has evolved with the development of globalization and social networking systems in particular. Leisure life is a display formed by the disposable wealth combined with the conformed etiquette that is associated with leisurely activities. It has been more accessible than ever to partake in small aspects of this lifestyle, and often even easier to display them publicly for anyone to see. There is a specific way adapting to the aesthetic faculty requires time and application, further contributing to the reputability and maintenance of nobility in society. This can be translated into the modern day to demonstrate a reputation of class and attract attention as a capstone of accomplishment. Conspicuous consumption is noted to be most effective where there is the most human contact; thus, cities are more likely to partake in excessive display more extremely than rural. This could potentially explain the exacerbation of densely populated social networking systems used as a form of digital environment for which this display takes place. Veblen also explains the roots of conspicuous consumption to have a strong connection with the patriarchal tradition, as the characterization of the leisure class was often a symbol of honor associated with hierarchy. Along with the products and activities that are consumed for the purpose of displaying wealth consciously and subconsciously, the behavior in turn becomes sophisticated and honorific in society due to its exclusivity. I could name a myriad of products which people frenzy over online in digital spaces, many of which serve largely aesthetic and connotative purposes. Although the cultural and emotional impact may be authentic and bring value, it is important to acknowledge the exploitation of this phenomenon and prevent immoderate consumerist patterns.

Thornquist’s exploration into the design of products with Veblen’s idea of conspicuous consumption in mind focuses on the emotional aspect of purchase and acquisition for consumer goods. Using extreme behaviors, Thornquist examines the emotional drive behind conspicuous consumption. Behaviors such as impulsive and compulsive buying are used as opportunities for marketing. Branding strategies targeting demographics with low self esteem use status as a selling point for products; the fashion industry has an edge in marketing due to the nature of fashion's constant outward appearance. This behavior is magnified in the context of digital shopping, where scrolling on websites and one tap purchases makes for easy access. Another unethical aspect to include is the emotional conditions that are exploited for marketing to attract consumers. One idea regarding image construction is the suggestion that branding strategies are more successful in consumer cultures with a lower level of economic development. In particular, Thornquist makes a connection to pecuniary emulation and cases in which consumers prefer branding due to the status and reputation it may confer. Basic examples may include faulty copies of luxury products being sold globally despite the indifference in quality with non-branded products. Thornquist also explores the in-depth connection between anxiety and compulsive buying within the context of larger consumption habits. The “beauty myth” and other identity concerns catalyze compulsive buying behavior as a form of escapism, providing temporal pleasure at the cost of long-term negativity. Though there are no clear solutions, making conscious decisions to decrease emotional attatchment to the design and aesthetic of products can prevent habits that are encouraged by underhanded corporations and industries.

This study explores the influence of cyber-ostracism in social media on the drive behind conspicuous consumption and the acquisition for control. Social media is the main medium that was used to determine one’s online presence and their behavior resulting from social exclusion due to the lack of positive feedback or too much exposure to other peoples’ information. The researchers regard social media as a new platform that has the capability to foster social exclusion in online technology, deriving from real social exclusion in person. Individuals with an increased presence on social media tended to compare themselves to their digital environment, a theme explored in Veblen’s definition of invidious comparison. Thus, the resulting low self esteem and perceived lack of control was a large part in influencing conspicuous consumption. In particular, the paper often mentioned the compensatory control theory as a reacting behavior to social isolation online; Individuals felt a need to compensate their negative emotions through purchases that sought to increase social status and name recognition from other peers. Another notable point explored was the symbol of unique luxury goods within the context of conspicuous consumption. Individuals will feel more inclined to purchase conspicuous luxury goods because they are differentiated from the majority may be more effective in receiving social recognition. A variable that is not explored in this study is the reputation of certain luxury goods within the context of some popular culture niches, notably in fashion. While unique goods are noted to be attractive to individuals that have experienced cyber-ostracism, the motivation behind the purchase of gimmicky and satirical luxury products are not differentiated from luxury products that are conventionally desirable in the study.

When associating an item to the word 'luxury', you may confront an image of a high-end bag or outfit that is plastered in branding and prominent logos. With the increasing recognition that some brands receive, trends come and go, dating these brands with a time period of the past. The exclusive aspect of conspicuous consumption has somewhat evolved to something more inconspicuous, meant to attract a smaller demographic that show an implied lifestyle of being an insider of a niche community with an air of elitism. There is a certain hostility that individuals may be met with, by the assumption that they are intentionally navigating the social environment through the means of pecuniary emulation. It is an expectation-filled lens in which people are viewed with, intensified by the barrier to the whole individual placed by social networking systems and intentional care for the aesthetic. This immediate hostility could be a projection of those who mean to protect their identity, which brings to question the authenticity of displaying these lifestyles online. Is the solution to completely disregard social media and public display of interests? While that may unfold these perspectives and feelings of low self esteem, distancing ourselves from the ways in which this display of leisure lifestyle not only consumes our wallets but our minds can also bring a healthier outlook towards our relationships with products and the world around us.