Conspicuous Consumption for Introverts

Consider conspicuous consumerism: consumers have perceptions of a brand and perceptions of the kind of person who uses a brand – and so when they choose to use a brand, they choose to associate themselves to the qualities of that brand.    We assume that a person who consumes luxury brands is successful and wealthy.  We assume that a person who consumes economy brands is smart and thrifty.   And so, when we choose a luxury or economy brand, we are making a choice about how we wish to be perceived by others.

This correlates to an extraverted personality type, whose beliefs about themselves are based on the opinions of others.   But I also have the sense that it indirectly correlates to the introverted personality type, whose self-image is based on their internal perceptions, because we internalize the qualities of brand as well.   When it is advertised that “choosy mothers” select a given brand of peanut butter, mothers are meant to feel that if they choose a different brand, that they are bad mothers to their children.

Brand is a cultural and socioeconomic signifier.  The consumption of a given brand leads to a sense of belonging to a social group of people who use the same brand, or distinction from those people who use other brands.   It can be seen even among young children that there is a desire to use specific brands to “fit in” with a desirable group and distinguish oneself from the members of an undesirable group.

But again, while this seems primarily an extraverted mindset it also resonates with the introvert: it is not that they wish other members of those groups to see them in a certain way, but that they consider themselves to be members of some groups and not others, and make their choices based on a judgment that is internal rather than external.

In the present time consumers have many more choices and far less time than ever before.  Even those inclined to consider purchases carefully cannot do so for every purchase.   And since we know that advertising is biased and even critics have their own agendas, we increasingly turn to other consumers as a guide – not their words, which are unreliable, but their actions:  we are attentive to what they do, what they buy, what we use, as their best and most genuine endorsement.

We are constantly bombarded by commercial messaging and exposed to thousands of brands a day, we are inundated and are no longer fully aware of all the information thrust upon us.   That we are unconscious of the way in which we are influenced by external factors does not mean that we are not.

We often make decisions and honestly believe we have acted on our own judgment, not recognizing the degree to which we have been influenced by other sources.  And of course there is rationalization: we act on impulse, emotions, and blind faith - then rationalize an irrational choice after the fact to assure ourselves we are in control, still making choices as an individual.

To some degree, “what do others think of this brand?” and “what will others think of me if I purchase this brand?” influence our buying decisions.   The more likely it is that we will be observed or judged for a purchase, the more that the opinion of others (or our expectations of what their opinion might be) influence a purchasing decision.

But again, for the introvert, “what will I think of myself if I purchase this brand?” remains a valid question and a significant influence of buying behavior.   While such a person cares nothing for the opinions of others, he cares a great deal about his opinion of himself, and is therefore subject to the same influences.