Consumer Culture is the idea that people (Americans) enjoy spending money and in big company marketing philosophy you price things on the honor system.
For example, the same pair of Levi jeans might cost $40 at an upscale store, $30 at midscale store and $20 at mainstream store.
Another example is cereal. The ones actively advertised on television cost about 150% or 200% price compared to the non-actively advertised brand.
Or in the case of cars, some models of Nissan and their upscale brand Infiniti are actually the same car off the same assembly line. The Infiniti costs $10,000 more.
Or that all of Proctor and Gamble's toothpastes are essentially the same formula, but the Crest brand costs $3.99 for a large tube of toothpaste and the nearly identical product with a lesser name costs $1.49.
Idea is that is that consumer usually doesn't think and goes with a familiar choice and is easily parted from his or her $$$ and done so in an efficient manner by voluntarily allowing them to do this based on their income, as those with greater income will be careless with more of it.
Funny counter-example ...
Most non-agricultural products in the USA are made in China. Often similar products by different brands are made in the same factory. The difference is essentially perception alone, and therefore imaginary.
A couple of months ago, I needed new razor blades. I couldn't remember the name of the razor. I was unwilling to spend $20 on razor blades and get the wrong ones only to have the convenience of later returning them.
I made a small calculated decision and grabbed the 4 pack of disposable non-name razors for $0.97. They are awesome.
For example, the same pair of Levi jeans might cost $40 at an upscale store, $30 at midscale store and $20 at mainstream store.
Another example is cereal. The ones actively advertised on television cost about 150% or 200% price compared to the non-actively advertised brand.
Or in the case of cars, some models of Nissan and their upscale brand Infiniti are actually the same car off the same assembly line. The Infiniti costs $10,000 more.
Or that all of Proctor and Gamble's toothpastes are essentially the same formula, but the Crest brand costs $3.99 for a large tube of toothpaste and the nearly identical product with a lesser name costs $1.49.
Idea is that is that consumer usually doesn't think and goes with a familiar choice and is easily parted from his or her $$$ and done so in an efficient manner by voluntarily allowing them to do this based on their income, as those with greater income will be careless with more of it.
Funny counter-example ...
Most non-agricultural products in the USA are made in China. Often similar products by different brands are made in the same factory. The difference is essentially perception alone, and therefore imaginary.
A couple of months ago, I needed new razor blades. I couldn't remember the name of the razor. I was unwilling to spend $20 on razor blades and get the wrong ones only to have the convenience of later returning them.
I made a small calculated decision and grabbed the 4 pack of disposable non-name razors for $0.97. They are awesome.
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