With the growth of the economy and the continuous abundance of materials, my country has already entered what Baudrillard calls a "consumer society". The characteristics of the consumer society are simply that the material is extremely abundant, and human beings consume a lot in order to satisfy their own desires. This year is the first year special database of the third decade of the 21st century. Under the influence of the complex international environment and the epidemic, "internal circulation" has become a trend. The theory of consumer society is at the right time in this context.
However, with the advent of the "era of low desire", the prospect of the consumer society does not seem so clear, and the rationalization and non-show-off of consumer consumption are gradually becoming a trend. This kind of consumption society special database can be called a "post-consumer society" . In this turning point of consumption, there are both rational consumption and perceptual consumption, both low-key consumption and conspicuous consumption. The following are some of the consumption characteristics of this society, these characteristics are worthy of pondering, both for consumers and for marketers.
Showing off is the first driving force for contemporary consumption From the perspective of a rational economic person, consumption is to meet people's basic survival and living needs, but in this world with extremely rich materials, a large special database proportion of consumption is no longer like this, and consumption is more of a means of showing off. Veblen coined the term "conspicuous consumption" in "The Theory of the Leisure Class", he believed that consumption is to keep up with the consumption level of friends and neighbors around him, and to make their friends and neighbors jealous.