The Biological and Psychological Drives Behind Consumerism

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Most of us like to think that we are reasonable, rational, and independent thinkers and actors. Thus, we believe that we have a good enough reason for our choices. However, we often erroneously buy products succumbing to strange compulsion. It is a power of consumerism. The term consumerism is defined as the tendency of people to identify strongly with products they consume, particularly of name brands and status-enhancing appeal. Then, how does the power of consumerism win over our rationality? In this situation, we pretend to regard the primary cause of the impulse consumerism is the commercial seductions. The truth, however, is that the shopping indulgences does not originate from a manipulation of the commercial advertisements, but rather a biological and psychological drive planted in every one of us. The biological and psychological drives for our consumerism are evidenced by: in order to show off, to get rid of stress, and to follow the fashion.

Virginia Postrel explains about a reaction of Afghans when they get liberated after the Taliban fell. Although they are not been exposed of any “ubiquitous advertising or elaborate marketing campaigns” at all, consumerist impulses expressed as if they were “celebrating the end of tyranny by buying consumer electronics” (301). This reaction well shows the human desire aesthetic value and also the power of consumerism. In my case, the power of consumerism comes to the surface when I get to choose a product of between famous brand and no-name. I often make a decision to afford the cheaper one; and then with the profit –actually not a real profit– that I earn from buying the cheaper one, I tend to make a reasonable excuse to spend the remained money for the rest of the shopping. It i...

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...ver us than we realize.

I think this quotation strongly describes beyond what I have said about the internal drives of people: "I can imagine it, therefore I want it. I want it, therefore I should have it. Because I should have it, I need it. Because I need it, I deserve it. Because I deserve it, I will do anything necessary to get it." Before your consciousness being attacked directly by "imagin[g] it," first try to recognize what your internal needs are and set your limits rationally. Wanting things is perfectly human desire. However, buying material things doesn’t lead us to have a happier and more fulfilling life. The more you rely on superficial things to satisfy your needs for belonging and identity, the more dissatisfied you’re likely to be over the long run. If we cannot control ourselves, we can easily surrender to worship of consumerism and materialism.

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