炫耀性消费

伊迪丝·华顿代表作之炫耀性消费解读伊迪丝·华顿(1862-1937)是一位杰出的美国女性作家,出生于纽约的名门望族,其作品也多以描写纽约上流社会为题材,关注在这个物欲横流的圈子里人们的生活和精神状态。

《欢乐之家》是华顿的成名之作,使其“由漫无目的的业余爱好者变成一个专业作家”;《纯真年代》则代表了华顿创作的高峰,使她成为美国文学史上第一位荣获普利策小说奖的女作家。

本文以华顿最具代表性的这两部小说为研究对象,以凡勃伦的消费主义作为理论支撑来分析小说中人物的炫耀消费问题,进而揭示了19世纪末、20世纪初的上层社会中人们为追求物欲享受,满足虚荣心理而产生的生活空虚、精神堕落的状态,以及伴随产生的商品化的婚姻和人际关系,以期对快速发展的中国社会中的人们的生活状况有一定警示和借鉴意义。

本文共分为三个部分:引言、正文和结语。

在引言部分,作者介绍了华顿的主要文学成就,《欢乐之家》和《纯真年代》的主要内容,国内外对华顿及其作品的研究现状和凡勃伦的炫耀消费概念。

正文部分包含三个章节。

第一章解读了华顿两部代表作品中有闲阶级炫耀性消费的表现。

根据凡勃伦的炫耀消费概念,将作品中人们的消费行为分为“炫耀性消费”和“炫耀性休闲”两类,前者一种是以华服和豪宅为代表的物质消费;后者是以彰显休闲生活方式为代表的非物质消费。

第二章着眼于两部小说中有闲阶级炫耀性消费动机的分析:通过从凡勃伦重要观念“炫耀性消费”和“炫耀性休闲”分析小说中人物的炫耀消费行为,进而揭示其动机主要是为了赢得或维持人们尊重,满足其虚荣心理。

第三章分析了小说中人物炫耀性消费所带来的后果。

有闲阶级为获得人们尊荣,赢得名声和社会地位,进行炫耀性消费和炫耀性休闲生活的同时,遭受精神饥饿;在注重金钱和物质的时代,为实现男女双方各自目的,婚姻成为互相利用的工具,结婚对象也继而成为投资项目,商品化的婚姻诚然就像一笔交易;亲情和友情在消费社会里俨然转变成冷漠和虚伪的。

炫耀性消费倾向对韩国化妆品购买行为的影响分析——基于中国女性消费者的调研A study on the Effect of the Propensity for Conspicuous Consumption on Korean Cosmetics PurchaseBehavior —— Based on research on female consumers in Wuhan关键词：炫耀性消费倾向;购买行为；购买意愿：韩国化妆品Keywords: Propensity for conspicuous consumption;Purchasing behavior；Purchasing intention Korean cosmetics一、选题1、研究背景:(1）韩国化妆品市场占有率不断上涨２０１7年国外品牌在中国化妆品市场中的占有率为９０％以上，２０１7年中国进口化妆品贸易额中各个国家的比重排名依次为法国33.6%、韩国１９．１％、日本１５．３％、美国１１．０％、英国６．０％。

这其中虽然法国化妆品市场占有率非常高，但韩国化妆品市场占有率保持不断上涨的趋势.中国是韩国化妆品的最大进口国，韩国化妆品乘着韩流热潮,在中国获得大量人气.中国女性喜欢的化妆品跃升成为人气产品，创下了极高的销售业绩。

（2)韩国化妆品出口额增长迅速2017年韩国化妆品对中国大陆出口额增长１２２．１%，中国香港、台湾和澳门地区分别增长８４％、１２．５%、６１．４％.中国产业研究网2、研究观点:以当今韩流热潮中喜欢韩国化妆品的中国女性消费者为调查对象，分析炫耀性消费倾向对韩国化妆品的购买行为和购买意愿产生的影响，通过分析目前中国市场上韩国化妆品日益多样化的现状，为韩国化妆品企业在以这些消费者为目标对象制定商品企划和差别化的市场营销战略时，提供可以灵活使用的基础资料。

3、研究技术路线：二、内容1、研究目的：分析消费者的炫耀性消费倾向对韩国化妆品购买行为的影响。

《消费者行为学》期末论文题目：当代大学生炫耀性消费行为研究作者：李睿琪学号：3111101217指导老师：林玲成绩：评语：中文摘要：炫耀性消费文化是一种追求身份和地位的心理需求和心理满足的行为，是一种非理性的消费文化行为。

本文通过重点探讨当前我国大学生炫耀性消费的影响因素，确认炫耀性消费不可能彻底制止，从而提出“如何利用大学生急于炫耀、证明自我的心理引导正确的‘炫耀性消费’”的思考，从广告影响的角度对炫耀性消费提出建议，以期促进当代大学生的健康成长，努力构建健康的校园消费文化。

关键词：大学生炫耀性消费影响因素媒介引导目录：中文摘要------------------------------------------------------------------------------------------------------1关键词---------------------------------------------------------------------------------------------------------11、炫耀性消费理论的起源和发展---------------------------------------------------------------------32、炫耀性消费的概念------------------------------------------------------------------------------------33、当代大学生炫耀性消费的表现----------------------------------------------------------------------34、当代大学生产生炫耀性消费的影响因素----------------------------------------------------------3 4、1个人因素--------------------------------------------------------------------------------------------3 4、2家庭因素--------------------------------------------------------------------------------------------3 4、3参照群体--------------------------------------------------------------------------------------------34、4社会阶层--------------------------------------------------------------------------------------------35、炫耀性消费带来的危害-------------------------------------------------------------------------------4 5、1使人性异化、自我迷失--------------------------------------------------------------------------45、2造成部分大学生贫困，形成校园排斥--------------------------------------------------------46、引导当代大学生正确的“炫耀性消费”----------------------------------------------------------4 6、1炫耀性消费不可能彻底制止--------------------------------------------------------------------4 6、2引导大学生正确“炫耀性消费”--------------------------------------------------------------4 参考文献------------------------------------------------------------------------------------------------------51的影响。

炫耀式消费的英语作文英文回答：Conspicuous consumption, also known as "keeping up with the Joneses," is the act of purchasing goods or services primarily to display wealth and status. This type of spending is often driven by social comparison and a desire to be recognized and accepted by others. It can also be motivated by a need for self-esteem and a sense of belonging.Conspicuous consumption has a long history, dating back to the early days of human society. In ancient times, wealthy individuals often displayed their wealth through elaborate clothing, jewelry, and homes. In the modern era, conspicuous consumption has become even more prevalent, thanks to the rise of mass media and celebrity culture.There are many different types of conspicuous consumption. Some people purchase luxury goods, such asdesigner clothes, expensive cars, and fine art. Others spend money on experiences, such as travel, dining out, and attending exclusive events. Still others engage in conspicuous giving, donating large sums of money to charities or other public causes.There are a number of potential negative consequences associated with conspicuous consumption. First, it can lead to financial problems. People who spend heavily on luxury goods and experiences may find themselves in debt or unable to save for the future. Second, conspicuous consumption can lead to social inequality. Those who are able to afford to engage in conspicuous consumption may be seen as more successful and important than those who cannot. This can lead to feelings of resentment and frustration among the less wealthy. Third, conspicuous consumption can damage the environment. The production and consumption of luxury goods often requires vast amounts of resources and energy, which can contribute to pollution and climate change.Despite the potential negative consequences, conspicuous consumption continues to be a popular practice.It is a way for people to express their individuality, gain social recognition, and boost their self-esteem. However,it is important to be aware of the potential risks associated with conspicuous consumption and to makeinformed choices about how to spend your money.中文回答：炫耀式消费，又称“与琼斯一家攀比”，指的是为了展示财富和地位而购买商品或服务的行为。

In the realm of consumer behavior, conspicuous consumption stands as a distinct and oft-discussed phenomenon that has captivated the attention of sociologists, economists, and psychologists alike. Defined as the lavish expenditure on goods or services primarily for the purpose of displaying wealth and social status rather than fulfilling intrinsic needs, it represents a pervasive aspect of modern-day society. This essay delves into the multifaceted nature of conspicuous consumption, exploring its primary drivers from various perspectives, including psychological, sociocultural, economic, and technological angles.I. Psychological DriversA. Human Nature and the Quest for Social StatusAt the core of conspicuous consumption lies an innate human desire for social recognition and status elevation. According to Maslow's hierarchy of needs, once basic physiological and safety requirements are met, individuals yearn for love, belongingness, and esteem. Conspicuous consumption serves as a means to signal one's achievements, financial prowess, and taste, thereby satisfying this psychological need for recognition and respect. It is a tangible manifestation of success, allowing individuals to project an image of affluence and power, thereby enhancing their perceived social standing.B. Self-Identity and Symbolic ConsumptionConspicuous consumption is also closely tied to self-identity formation and expression. Consumers often use luxury products as 'symbolic resources' to construct, communicate, and affirm their desired self-image. These items serve as badges, embodying specific values, lifestyles, or even personality traits. For instance, owning a high-end sports car might symbolize thrill-seeking and a zest for life, while wearing designer clothing could signify fashion-consciousness and sophistication. Thus, conspicuous consumption becomes a tool for individuals to project and consolidate their self-image, which in turn bolsters their sense of self-worth.C. Social Comparison Theory and Keeping Up with the JonesesThe human tendency to compare oneself with others plays a significant role in fostering conspicuous consumption. Social comparison theory posits that individuals evaluate their own opinions, abilities, and personal qualities by comparing them with those of others. In the context of material possessions, this can lead to the "Keeping up with the Joneses" phenomenon, where individuals feel compelled to acquire similar or superior goods to their peers to maintain or enhance their relative social position. This competitive consumption cycle fuels a never-ending race for status symbols, driving conspicuous consumption further.II. Sociocultural DriversA. Cultural Values and NormsCultural values and norms significantly shape attitudes toward consumption and influence the prevalence of conspicuous consumption. In societies that place a premium on material success, financial prosperity, and individualism, such as the United States, conspicuous consumption is more likely to flourish. Moreover, cultural scripts dictating appropriate displays of wealth and status vary across cultures. For example, while Western societies may emphasize individualistic displays of wealth through luxury goods, Asian cultures might place greater value on collective displays like hosting extravagant weddings or donating to charity.B. Role of Media and AdvertisingThe media and advertising industry play a pivotal role in shaping and reinforcing consumer aspirations and desires, thereby fueling conspicuous consumption. Advertisements often portray luxury products as gateways to happiness, success, and social acceptance, creating a powerful allure that entices consumers to make extravagant purchases. Moreover, the ubiquitous presence of celebrity endorsements, influencer marketing, and aspirational lifestyle imagery in media platforms further cultivates a culture that glorifies and normalizes excessive consumption, perpetuating the cycle of status-seeking spending.III. Economic DriversA. Income Inequality and Relative DeprivationIncome inequality is a potent catalyst for conspicuous consumption. As income disparities widen, those in the middle and upper classes may feel pressure to engage in conspicuous consumption to maintain or enhance their social status relative to their wealthier counterparts. This sense of relative deprivation – the perception of being inadequately endowed compared to reference groups – drives individuals to engage in status-seeking purchases, even if their absolute level of wealth has increased.B. Consumerism and the Cult of NewnessThe rise of consumerism, characterized by an ever-increasing emphasis on material possessions and consumption as a means of achieving happiness and fulfillment, provides fertile ground for conspicuous consumption. The cult of newness, where consumers are constantly urged to replace old items with newer, trendier versions, fosters a culture of disposability and encourages frequent, often unnecessary purchases. In this context, luxury goods, with their exclusivity, prestige, and perceived superior quality, become prime targets for consumers seeking to assert their social standing through material acquisitions.IV. Technological DriversA. Digitalization and the Amplification of Social VisibilityThe digital age has dramatically amplified the visibility and reach of conspicuous consumption. Social media platforms like Instagram, Facebook, and TikTok provide users with virtual stages to showcase their luxurious lifestyles, designer outfits, and exotic vacations. The instantaneous and global nature of these platforms amplifies the pressure to engage in conspicuous consumption, as individuals strive to curate an enviable online persona that garners likes, followers, and admiration. Moreover, the democratization of influencer culture has led to the emergence of micro-celebrities whose lavish lifestyles are emulated by their followers, further fueling the desire for conspicuous consumption.B. E-commerce and Accessibility of Luxury GoodsThe proliferation of e-commerce has made luxury goods more accessible than ever before. Online marketplaces, dedicated luxury e-tailers, and direct-to-consumer models have removed geographical barriers and streamlined the purchasing process, enabling consumers worldwide to easily acquire high-end products. This increased accessibility, coupled with targeted advertising, personalized recommendations, and convenient payment options, has lowered the barriers to entry for conspicuous consumption, enticing a broader demographic into the world of luxury spending.In conclusion, conspicuous consumption is a complex phenomenon driven by a myriad of factors spanning psychological, sociocultural, economic, and technological domains. From the innate human quest for social status and identity expression to the influence of cultural values, media messaging, income inequality, consumerism, and digitalization, each factor contributes to the persistence and proliferation of this lavish spending behavior. Understanding these multifaceted drivers is crucial for policymakers, marketers, and consumers alike, as it sheds light on the underlying motivations that propel individuals towards excessive, status-driven consumption and may inform strategies to promote more sustainable and responsible consumption patterns.。

炫耀性房产消费现象及动因分析【摘要】当今社会，在炫耀性消费思想的影响下产生了炫耀性房产消费行为。

本文描述了典型的炫耀性房产消费现象，并对炫耀性房产的消费动因进行了分析。

【关键词】房产消费炫耀动因一、炫耀性消费思想影响下的炫耀性房产消费行为1、炫耀性消费思想人普遍存在一种热切渴望自我正面评价与自我认可的欲望，出于这种欲望，人追求内在自我确认或外在的正面评价。

自我认定一旦跨过合理的底线，就成为非理性的自我认定需求，也即“虚荣”。

人们为了获得虚荣满足而进行各种行为，其中炫耀行为是满足虚荣的重要途径之一。

炫耀性消费，又称为“显眼的消费”、“装门面的消费”、“摆阔气的消费”，指为了显示财富而不是满足真实需求的消费活动。

这一概念由美国社会学家凡勃伦（Thorstein Veiled）于1899年首次引入经济学，凡勃伦在其名著《有闲阶级》中提到，那些拥有大量剩余财富的人以自己经济上的富有去购买那些并非实用的奢侈性商品，仅仅是为了显示他们的财富和社会地位。

他们消费的动机是谋求体现高层次社会地位，其实质是人与人之间在需求和效用上存在的相互影响，这种影响又通过个人社会化的过程，在个人对自身社会角色、社会地位的评估基础上逐步形成的。

炫耀性消费思想是凡勃伦社会思想的重要组成部分之一。

凡勃伦认为在有闲阶级的炫耀消费水准下形成了多层次的炫耀消费水准，每一个阶层总是竭尽全力想达到比其现实更高一层的炫耀消费水准。

相应的，有闲阶级的炫耀消费行为成为其他人竞相模仿的对象，即“以名望而言，有闲阶级位于社会结构的顶端，因此，他的生活方式和价值标准为社会提供了博取名望的准则和规范。

遵守标准、力求在某种程度上贴近标准，成为了所有下层阶级义不容辞的责任……这样带来的结果是，社会每一阶层都将上一阶层流行的生活模式当作自己最理想、最体面的生活方式，不遗余力地向它靠拢。

他们必须适应公认的规范，至少表面上要适应。

因为一旦有什么差错。

他们就会名誉扫地、丧失自尊。

66炫耀性消费的符号解析岳泽贤( 广西大学公共管理学院，广西　南宁　530004 )【摘　要】炫耀性消费是通过炫耀消费的商品和消费方式，以彰显身份地位的消费行为。

在物质丰富的当下，炫耀性消费已经成为消费文化中重要的一部分。

在中国，无论是现实生活还是社交网络，这一消费越来越具有普遍性。

本文旨在从符号价值角度分析其动机。

【关键词】炫耀性消费；符号价值；符号象征炫耀性消费意指富裕的阶级通过对物品的奢侈性消费，以展示自己的金钱财力和社会地位，随着物质的极大丰富，这一现象越发普遍。

一、炫耀性消费的符号解析在《物的系统》中，法国社会思想家布西亚对消费的符号象征性做了突出强调。

他认为消费不是吃饭、穿衣、开车等对有形或是无形（如图像、信息等）消费品的物质性或体验性消费活动，而是一种符号活动；在消费中，物、图像或是信息被用作意指符号或材料，而消费则是“操纵符号的系统化行动”[1]。

在他看来，消费是当代社会所特有的概念，它不是围绕着需求或效用进行的，而是一种符号行为或使用符号的行为。

简言之，消费系统是建立在符号编码和差别的基础上的，而不是建立在需求和快乐基础上的。

这种以消费生活方式取代出身、血统和种姓等级制度来作为个人的“识别系统”，反映了社会的进步，也是传统社会向现代社会转变的标志之一。

因此，“你是谁”“他是谁”都可以通过我们消费的物品和方式来辨认。

他的符号主义消费观大大深化了人们对消费的认识，并为消费文化的研究开辟了新的途径。

关于炫耀性消费的符号象征思想，可以追溯到凡勃仑的《有闲阶级论》中对“炫耀性消费”的论述。

他认为，炫耀性消费是富裕的上层阶级通过对物品的超出实用和生存所必需的浪费性、奢侈性浪费，向他人炫耀和展示自己的金钱财力和社会地位，以及这种地位所带来的荣耀、声望和名誉。

在他看来，一个人实际拥有的财富并不能使他获得社会声誉。

他还必须通过各种外在方式向社会全面展示他的富有。

只有这样，他才能证明他的富有并获得社会的尊崇[2]。