Throughout history, some books have changed the world. They have transformed the way we see ourselves - and each other. They have inspired debate, dissent, war and revolution. They have enlightened, outraged, provoked and comforted. They have enriched lives - and destroyed them. Now Penguin brings you the works of the great thinkers, pioneers, radicals and visionaries whose ideas shook civilization and helped make us who we are. With its wry portrayal of a shallow, materialistic 'leisure class' obsessed by clothes, cars, consumer goods and climbing the social ladder, this withering satire on modern capitalism is as pertinent today as when it was written over a century ago.
'Mason provides an admirable history of conspicuous consumption, tracing its more recent expansion to all socioeconomic levels.' - R.T. Averitt, Choice 'The interdependence of individual consumption choices is one of those subterranean themes that run through the history of economics - never quite in the mainstream, but never wholly forgotten. Common observation reminds us that fashion matters, as does the desire to flaunt wealth or to conceal it, but this is an awkward fact that does not fit well into a framework which takes individual preferences as a given starting point. Roger Mason's history of the idea of conspicuous consumption from 1700 to the present is a valuable addition to our understanding of this important theme.' - Anthony Brewer, University of Bristol, UK A feature of the new consumer societies which has emerged in more recent years has been the growing economic and social importance of conspicuous consumption. Status-directed consumer demand, stimulated and promoted by the supply of products and services marketed as symbols of social identity and style, now represents a significant part of overall economic and commercial activity. Once regarded as a form of consumer behaviour associated only with the rich and privileged, conspicuous consumption is today a worldwide phenomenon, easily observed at all social and economic levels and a major determinant of the nature and direction of consumer demand.
From early department stores in Cape Town to gendered histories of sartorial success in urban Togo, contestations over expense accounts at an apartheid state enterprise, elite wealth and political corruption in Angola and Zambia, the role of popular religion in the political intransigence of Jacob Zuma, funerals of big men in Cameroon, youth cultures of consumption in Niger and South Africa, queer consumption in Cape Town, middle-class food consumption in Durban and the consumption of luxury handcrafted beads, this collection of essays explores the ways in which conspicuous consumption is foregrounded in various African contexts and historical moments. The essays in Conspicuous Consumption in Africa put Thorstein Veblen’s concept under robust critical scrutiny, delving into the pleasures, stresses and challenges of consuming in its religious, generational, gendered and racialised aspects, revealing conspicuous consumption as a layered set of practices, textures and relations. This volume shows how central and revealing conspicuous consumption can be to fathoming the history of Africa’s projects of modernity, and their global lineages and legacies. In its grounded, up-close case studies, it is likely to feed into current public debates on the nature and future of African societies – South African society in particular.
Master's Thesis from the year 2017 in the subject Sociology - Consumption and Advertising, grade: 96/100, language: English, abstract: The general idea of this master thesis is to investigate the phenomenon of conspicuous consumption in Russia from a totally new perspective - the perspective of a young generation of consumers with a set of motivation. Thus, the aim of this research is to examine the interdependence between narcissism and conspicuous consumption in young generation of Russian consumers. The purchasing of goods in order to demonstrate the wealth and power for the further purpose of the status maintenance is not a new tendency for Russia nowadays. Conspicuous consumption is frequently linked with the post-communist countries, consumers of those are the worldwide famous for their love to luxury goods. Thus, historically the term refers to the upper-class people, who purchase expensive brand products in a pursuit of prestige and honor. However, with the time and many political, economic, and social media influences, the phenomenon itself has developed. Goods-demonstrators, main players and the initial purposes have been shifted significantly. As one of the main change, the self-related motives became one of the most important group of drivers of the purchasing decision, what is especially interesting to see among the non-mature consumer segment of the country, young generation. Being grown in modern consumer societies and spoiled by wide variety of choices, ironically young people tend to consume goods to feed their self-love. Having purchased a novelty of the season, a modern youngster hurries to make "selfie" and post it in social network to get some approvals and/or admiration, measuring in "likes." Many scientists worldwide claim that such a habit may root in much deeper reason than just the age of technology, and even assign it to personal complexes. Deriving from the childhood, those complexes cause in the chronicle narcissism, which is drama
The study considers the different forms of conspicuous consumption displayed within Roman domestic spaces, with particular focus on the House of the Faun in Pompeii. Sumptuary laws aimed at women were used to identify how women displayed conspicuous consumption, which is used to identify the domestic display of conspicuous consumption from early second century BCE until 79 CE when Pompeii was destroyed. The house and the woman were equated because both are extensions of the paterfamilias. Thus, by firstly indicating that women in fact displayed conspicuous consumption and by utilising sumptuary laws, it is possible to demonstrate that conspicuous consumption was displayed in the domus even though no sumptuary laws existed aimed at the domus. The structure of the house is analysed as if it were womenaÌ22́Ơ4́Øs clothing and parameters for the basic layout of the house are established to indicate how those displaying conspicuous consumption deviated from the basic plan. In addition, parameters are similarly determined to analyse wall and floor art, furniture and sculptures, gardens, and water features that determine how conspicuous consumption was displayed in the House of the Faun. The concept of conspicuous consumption has to be understood as well as the socioeconomic circumstances under which it manifested during the Republic. The next key concept is Roman women and how they were a vehicle for conspicuous display in the private and public sphere. An analogy is created that equates the woman to the house in order to identify certain forms of conspicuous consumption. After identifying the ways women displayed status, the display of status in the domus is discussed from the outside inward, in other words, from the architectural structure moving inward to art, gardens and movable features.
Explaining conspicuous consumption in international relations -- Status symbols and luxury goods in international relations -- The aircraft carrier club -- A contest of beneficence: prosociality in international relations -- Big science and the transits of Venus: the first race to space -- Conclusions: living in a Veblenian world
This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be dynamic. As a result, researchers need to adapt to the ever-changing scene. Several macro-level factors continue to play influential roles in changing consumer lifestyles and business practices. Key factors among these include the increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same time, though, as marketing scholars, we are able to access emerging technology with greater ease, to undertake more rigorous research practices. The papers presented in this volume aim to address these issues by providing the most current research from various areas of marketing research, such as consumer behavior, marketing strategy, marketing theory, services marketing, advertising, branding, and many more. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.