What is Conspicuous Consumption?
Conspicuous Consumption.
Thorstein Veblen coined the terms "conspicuous consumption" to describe wasteful habits of the upper classes in amassing and displaying expensive goods that had no inherent practical benefits. Such expenses included leisure activities that rendered no physical benefit. The purpose of these socially conspicuous displays was to advertise one’s membership in the upper, leisure class, as only the wealthiest could afford them.
Enter, the Peacock.
The conspicuous consumption concept may be examined based on Charles Darwin’s work regarding biology and evolution. Darwin was curious about why peacock’s tail feathers evolved. The brilliant feathers indeed increased the peacock’s visibility to predators. Darwin later realized that their feathers provided a reproductive advantage, leading to his theory of sexual selection. Various scholars furthered this research, suggesting that such “peacocking’ signals are attractive to prospective partners as they advertise superior status. Further, indicating increased immunity and energetic capacity.
Evolutionary Psychology.
Evolutionary psychology currently merges both concepts, in explaining “conspicuous consumption”. Displays of wealth that heighten prestige while lacking practical benefit (e.g., material items that cost far more than their usefulness; costly leisure activities that provide no physical benefit), are considered “conspicuous consumption”. The interesting piece is not that such displays are done to signal social prestige (we all know this). The interesting piece is that such habits play a critical role in mating behavior.
Mating Behavior.
Specifically, the theory holds that women (and men), whether consciously, or subconsciously, evaluate potential mates based on their ability to be positive, economic investments. Furthermore, we (whether consciously, or subconsciously) evaluate potential partners on their ability to be invested, resourceful, reproductive partners. Particularly for women (dating back centuries ago), the benefits of finding a partner who would provide solid economic and social investment, was critical to survival.
Peacocks display their tail feathers as ornaments which facilitate their mating competitiveness. The peacock’s feathers enable quick and reliable assessments of physiological quality, physical strength, social status, dominance, and aggressiveness by competitors and potential reproductive partners. We do the same.
Enter, the Polo Shirt.
In a recent study, Daniel Kruger (2021) tested the hypothesis that men’s mating behaviors were analogous to those of the peacock displaying tail feathers. In Kruger’s study, polo shirts with large and small versions of the logo were displayed to prospective mates. In Kruger’s other trial, participants predicted which polo shirt a man would wear in different social contexts.
In both of Kruger’s studies, men with the larger logo shirts were rated highest on mating effort, high on interest in sexual affairs, high on attractiveness to women in brief sexual affairs, and highest on environmental UN-predictability. Simultaneously, those wearing smaller logos were rated higher on paternal investment and higher in interest in long-term committed partnerships. Thus, the big polo gave women cues. Findings indicated that such men were overtly “peacocking”; yet only more appealing for short-term, casual, affairs.
Kruger’s study challenges the conspicuous consumption hypothesis, with regards to clothing. The findings question the traditional hypothesis that men who display luxury items and hobbies are more attractive romantic partners. In this case, they were only more attractive for brief encounters.
Conclusion.
That all disclaimed, the conspicuous consumption theory is a brilliant one, and deserving of attention. In current times, when lavish spending on unnecessary goods may be unwise, why do we still engage? Perhaps it is because the peacock in us remains alive.
Authorship: Sophie Aiyer
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