Introduction
Consumption is a common phenomenon in America; people usually purchase goods and services needed for survival. However, with the advent of consumerism, citizens have developed a tendency of buying goods in excess. Firms and enterprise are to be blamed for the excessive consumption; they employ techniques aimed at enticing buyers to keep buying their products. The recession is the only factor that has been in a position to influence excessive buying in the United States. In the contemporary world, consumers have also turned to the purchase of secondhand products. The reaction buyers have towards used products usually depends on the promoter's information. This paper focuses on discussing consumerism and factors that may affect consumerism in America. Consumption of used products will as well be examined.
Essay 1
Consumers tend to buy excess products some of which serve the same purpose. In this essay, the author has more than she needs; five Barbie dolls and a Ken doll (Cross 772). Six toys for one person is too much since one of them can be enough but consumers are never satisfied with one commodity. The excessive consumption can also be blamed on the Barbie enterprise that keeps coming up with newer toys. The doll industry advocates for excess consumption by producing different toys from time to time. Female children will always want to purchase the latest dolls even though they still have the old ones.
The strategies used by the Barbie company are to be blamed for the excessive consumption among the buyers. The firm has embraced the tendency of manufacturing products that match the society’s needs; they make a fantasy world for kids. The enterprise knows that if they entice children, the same kids will pressure their parents to purchase the toys for them. The commercials are among the techniques used to lure the children. For example, the enterprise has developed adverts such as “the doll can dance to the music for the girl” and “the doll can teach the girl dance moves” (Cross 776). Female kids once they watch such adverts they force their parents to purchase for them the dolls. Barbie has also embraced the propensity of commodifying culture. The firm has developed toys to embrace different ethnicities such as the toy called Barbie Doll of the World. Indeed, Barbie products foster materialism among the young girls with their enticing products and promotion techniques, sending a message that extreme consumption is allowed in America. The enterprise is an example of American firms that illustrate America’s tendency for consumerism. Generally, firms are to be blamed for the consumerism in America; they continually encourage acquisition of goods.
Essay 2
In America, the only thing that affects consumerism is the recession. For instance, in the year 2008 during the great recession, Americans spending habits changed (Tylor). The citizens had no time to buy excess; they were fighting for survival. The recession affected everybody in the country; people lost their jobs; the source they had previously been using to purchase products. Americans felt the catastrophe was beyond their control; some blamed the government for not having put strategies to deal with the disaster. The situation was worse that U.S citizens compared themselves with characters of the The Walking Dead a book that depicted a family trying to survive amid zombies.
The modern society is also to be blamed for the rampant consumerism in America. The author tries to compare the olden days and the contemporary world. Traditional lawyers, fathers, and doctors were outstanding people who always stood for the right. In the modern world, such characters are viewed as old-fashioned. Instead today the world is full of immoral people such as police officers who do not observe the laws and conscious serial killers (Tylor). Generally, in the current world people do not mind what they are purchasing. Rather than doing productive things they opt to waste funds buying things that they do not even need.
Peer-reviewed Journal
In the contemporary world selling of old products has become rampant. The business is not only conducted offline but also online on platforms such as eBay and Amazon (Journal of Consumer Behavior). Consumers are currently purchasing used products because of the slowing economy. However, depending on the information consumers receive before buying the used products, they reactions duffer. The responses primarily are based on the contamination perceived to be in the second-hand goods. This article focuses on discussing how consumers react to second hand goods from a perspective of indicative information.
Marketing strategies have led promoters to divulge too much information to advertise goods and service. Now, when it comes to the issue of recycled products, marketers still try to employ the same strategy with the consumers. According to the journal of consumer behavior, promoters may think excess information may seem persuasive, but in fact, it leads to adverse reactions (Journal of Consumer Behavior). Strategies purported to assure customers about used goods make things worse instead of boosting sales. Buyers tend to find products that have been used by others less favorable. In some instances, buyers tend to link the product with the previous owner and so they prefer to be in the dark rather than be reminded that they are purchasing a used product.
Information plays a significant role in the consumption of used products. According to the Journal of Consumer behavior, positive marketing communication changes the perception towards secondhand goods (Journal of Consumer Behavior). Marketers' information makes consumers start thinking of contagion. Marketers end up creating negative rather than positive publicity. In some instance, consumers know that new products are no better than used ones, but promoters' information ends up changing their attitudes. Consumers start viewing used products worse than the brand-new ones. More negative emotions ensue, and buyers start depicting used products less desirable and valuable. Generally, marketing strategies aim at increasing recycling among consumers, but instead, their efforts worsen the situation.
Conclusion
Conclusively, firms significantly contribute to excessive consumption in America. The enterprises employ techniques aimed at enticing consumers into buying the products. Precisely, appealing adverts and the strategy of developing distinctive products are the reason as to why people keep purchasing products even when they still have others. However, the excessive buying goes down in times of recession because people do not have the capital needed to purchase more than they need. In such times people only fight for survival. The modern society take blames for consumerism also; unlike in the olden days where people used to mind their actions, nowadays people do not care, they just do what pleases them. Another important aspect in America’s consumption is the purchase of used products. Individuals have turned to buying secondhand products, though their buying greatly depends on the information put across by promoters.
Works Cited
Cross, Gary. “Barbie, G.I. Joe, and Play in the 1960s.” Maasik and Solomon 772–78.
Journal of Consumer Behaviour, J. Consumer Behav., 16: 233–241 (2017)
Published online 19 December 2016 in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/cb.1631 Assuring me that it is as ‘Good as New’ just makes me think about how someone else used it. Examining consumer reaction toward marketer- provided information about secondhand goods.
Taylor, Paul, ed. “How the Great Recession Has Changed Life in America.” Pew Research Social " Demographic Trends. Pew Research Center, 30 June 2010. Web. 6 May 2013.
