system two

system two
start-up thinking in the enterprise

Monday, 27 April 2009

good consumers....

The above is something I've been thinking about for a while and needed to get down on paper. In a nutshell...

Good consumers (defined as people who buy stuff they don't need - as always - I include myself in the group) are, by definition (it is not rational to spend money you don't have, on stuff you don't need), more psychologically disturbed than those who are able to moderate their desire to shop.

Or to put it another way - the greater the psychological disturbance the more likely a person is to consume additively and compulsively.

2 outcomes which flow from this....

1. It is not in the interests of those who make vast sums of money selling stuff that we don't need (in other words powerful people and the politicians who are elected at their behest), to try and address the explosion in mental health issues which has occurred since the 1970s, since their wealth (and power) depends on people’s “unhappiness”.

2. If you're a manager of a brand, and you want to sell more of your product – it is rational to target those who are psychologically disturbed - which in itself is fairly easy given the correlation between poor psychological health and most of the activities which pass as "normal" within our society (working excessively, smoking, drinking, believing in god, sitting on the sofa watching TV, levels of stress, attaining poor / excellent grades at school, v. low / v. high wage jobs etc).

My evidence for this? Apart from reading all the usual books on consumption and related topics (The Overspent American, The Growth Fetish, No Logo etc) I don't have any. Perhaps someone could supply me with some...

No comments:

Post a Comment