Wednesday, June 25, 2008
The Invisible Badge : Moving ast Conspicuous Consumption
10:41 PM |
The Invisible Badge : Moving ast Conspicuous Consumption
Today’s consumer is supposed to be a little more sophisticated than that. So it’s puzzling how many marketers still talk about how a certain beer or sneaker or handbag functions as a so-called “badge.” Even hybrid cars are said to be eco-status markers that show “conspicuous concern” about the environment. More scholarly observers call this “signaling.” But, in the end, it’s all repackaged Veblen: The idea is that we buy stuff mostly to impress other people. [more...]
Today’s consumer is supposed to be a little more sophisticated than that. So it’s puzzling how many marketers still talk about how a certain beer or sneaker or handbag functions as a so-called “badge.” Even hybrid cars are said to be eco-status markers that show “conspicuous concern” about the environment. More scholarly observers call this “signaling.” But, in the end, it’s all repackaged Veblen: The idea is that we buy stuff mostly to impress other people. [more...]
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