There are several reasons why we consume certain things. We can consume them because we need to satisfy our needs. That is when we consume lets say “the main function” of a good (the reason why the product was invented). For example, we feel cold we buy boots, hats, etc.
Another way of consuming is status consuming, where through the process of consumption we identify ourselves with a certain social class, group of people, family, etc. For example, your car can demonstrate your social status, your well-being; certain hair style will identify you with a certain youth culture, etc.
I went skiing yesterday. I had all the fun I could have… or almost all. That’s why my heads still hurts today. Anyway, the story is about consumption, so let’s stick to the topic. There were so many people and many of those were equipped a very appropriate way for skiing or snowboarding in conditions of very windy and quite cold weather of about -13 to -5 F. The thing is, it was not very windy and the temperature was around 34 F. It was a wonderful very warm day for a winter So people who were wearing masks or super-feature-rich warm pans looked kinda weird. It felt like they were screaming out: “look at me, all these skiing goods, I am a skier”. Poor guys, these masks make you sweat at your face when it’s warm (I’ve got one back home and use it when it’s cold or extremely windy only… otherwise it’s not comfy). Some of the stuff that I saw on people yesterday was worn not for the sake of necessity, but for the sake of identity. And wearing some was definitely uncomfortable. Poor are people, who are ready to torture themselves just to make sure they look like professionals (when it comes to get dressed as a skier… not to ski). I’m sure their identity consumption gave them some sweat in some places… :)
No comments:
Post a Comment