Five Differents Types of Consumption

Consumption is a complex social phenomenon in which people consume goods or services for reasons beyond their basic use-value (Firat, Kutucuoglue, Arikan Saltik & Tuncel, 2003). Sometime after the industrial revolution, consumer societies emerged around the world. A consumer society is one in which the entire society is organized around the consumption and display of commodities through which individuals gain prestige, identity, and standing. Media as well, has for long been contributing in increasing the level of consumption among people. There is evidence that since the 16th century, visual media such as paintings, print and architecture contributed to the expansion of consumption, a multiplier effect that has increased with the invention of mass advertising, and the growth of new media (Schama 1988, Mukerji 1983).

Researchers stated that there are five types of consumption. The first being Conspicuous Consumption: it is the consumption of products and services to satisfy physiological and security needs in large quantities more than the basic needs, to impress others. The first to touch upon and elaborate on this type of consumption is Thorstein Veblen. He said that consumption first appeared on the 2nd and 3rd generations of those who became rich after the industrial revolution. The second type on consumption is Symbolic Consumption. It is known as the phenomenon whereby people consume to reflect their sense of self-identity. An example to that is when people buy clothing items from premium brands not for their high quality, but for the purpose that these clothes reflect the person’s identity and self-image. This type of consumption is not about showing materialistic class but showing a certain identity of one’s self. Addict...

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...sing an unpleasant presence of consumption and is transforming into a consumer society. Acts should be done toward this problem before it is too late.

References*

Aytekin Firat, Kemal Y Kutucuoglu, Isil Arikan Saltik, & Özgür Tunçel. (2013). Consumption, consumer culture and consumer society. Journal of Community Positive Practices, 13(1), 182-203.

Baudrillard, J. (1998). The Consumer Society: Myths and Structures. London: Sage

Mukerji, Chandra 1983. From Graven Images: Patterns of Modern Materialism. New York: Columbia University Press.

Schama, Simon 1988. The Embarrassment of Riches: An Interpretation of Dutch Culture in the Golden Age. Berkeley: University of California Press.

Wilcox, G. B., Kamal, S., & Gangadharbatla, H. (2009). Soft drink advertising and consumption in the united states 1984-2007. International Journal of Advertising, 28(2), 351.