McCracken (1987) notes that "conspicuous and competitive consumption are especially important to the study of the history of consumption because they play such an important role in the growth of a consumer society' (p. Some argue that flagrant consumptive behavior is the unfortunate result of capitalism (Veblen 1912, Marx 1848 Galbraith 1984, Toynbee 1973, Stanfield and Stanfield 1980), while others note that material ownership helps us to define who we are (Goffman 1952, Belk 1988, Solomon 1983, McCracken 1987, Levy 1959). Yet as societies became industrialized, players of achieved wealth, or the nouveau rich, followed by those of moderate and even negligible success entered the game. Early in the game, only the aristocratic elite could play. Since that time, although the players and what is consumed have changed, the game of ostentatious ownership has remained essentially the same, with the winners being awarded status, prestige and honor. The desire to conspicuously consume dates back to tribal times when men possessed women and slaves as trophies of their status (Vablen 1912). Spending money to tout one's success is not a now phenomenon. Further, it analyzes marketing's response to conspicuous consumption in both affluent and post-affluent societies. This paper traces the roots of modern American conspicuous consumption and offers an explanation as to the underlying motive driving this unique consumption behavior. Meaning, Measure, and Morality of Materialism, 1992 Pages 82-87Ĭhristine Page, Department of Marketing, University of ColoradoĬonspicuous consumption refers to the ostentatious display of wealth for the purpose of acquiring or maintaining status or prestige. Rudmin and Marsha Richins, Provo, UT : Association for Consumer Research, Pages: 82-87. Further, it analyzes marketing's response to conspicuous consumption in both affluent and post-affluent societies.Ĭhristine Page (1992) ,"A History of Conspicuous Consumption", in SV - Meaning, Measure, and Morality of Materialism, eds. ABSTRACT - Conspicuous consumption refers to the ostentatious display of wealth for the purpose of acquiring or maintaining status or prestige.