The Lure of Luxury

Thursday, December 10th, 2015

Paul Bloom explores the lure of luxury:

What drives people to possess so much more than they need?

Maybe they have good taste. In her wonderful 2003 book The Substance of Style, Virginia Postrel argues that our reaction to many consumer items is “immediate, perceptual, and emotional.” We want these things because of the pleasure we get from looking at and interacting with high-quality products — and there is nothing wrong with this. “Decoration and adornment are neither higher nor lower than ‘real’ life,” she writes. “They are part of it.”

Postrel is pushing back against a more cynical theory held by many sociologists, economists, and evolutionary theorists. Building from the insights of Thorstein Veblen, they argue that we buy such things as status symbols. Though we are often unaware of it and might angrily deny it, we are driven to accumulate ostentatious goods to impress others. Evolutionary psychologist Geoffrey Miller gives this theory an adaptationist twist, arguing that the hunger for these luxury goods is a modern expression of the evolved desire to signal attractive traits — such as intelligence, ambition, and power — to entice mates: Charles Darwin’s sexual selection meets Veblen’s conspicuous consumption.

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There is a further explanation for our love of such goods, which draws upon one of the most interesting ideas in the cognitive sciences: that humans are not primarily sensory creatures. Rather, we respond to what we believe are objects’ deeper properties, including their histories. Sensory properties are relevant and so is signaling, but the pleasure we get from the right sort of history explains much of the lure of luxury items — and of more mundane consumer items as well.

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Our beliefs about the hidden nature of things influence the most seemingly sensory experiences, such as the taste of food and drink. Protein bars taste worse if they are described as containing “soy protein,” ice cream tastes better when labeled “high fat,” and cola is rated higher when drunk from a cup with a brand logo. Neuroimaging studies reveal that areas of the brain associated with pleasure are more active if you believe that you are drinking expensive wine. Perhaps the most troubling finding was reported in a working paper called “Can People Distinguish Pâté from Dog Food?” The answer is no: if you grind up a product called Canned Turkey & Chicken Formula for Puppies/Active Dogs in a food processor and garnish it with parsley, people cannot reliably distinguish it from pork liver pâté.

The depth of pleasure, and, in particular, the importance we give to history, applies to many domains, including food, artwork, and luxury goods. From this perspective, the lure of such goods is not limited to their utility or beauty or to our beliefs that possessing them will impress people. Part of the lure is that we believe these items have a certain sort of history. The pleasure we get from these objects is genuine and aesthetic, not mostly sensory.

Read the whole thing.

Comments

  1. Dan Kurt says:

    Regarding “Building from the insights of Thorstein Veblen,” read Mencken’s “Professor Veblen,” which is on pages 265–275 in his A Mencken Chrestomathy. Get a taste here.

  2. Tim says:

    ‘Luxury’ is the basis of civil society. I don’t mean the luxury of driving a Rolls Royce, but the luxury of being able to expend creative talents and energies on things other than survival.

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