Ethical Analysis On Conspicuous Brand Consumption

Conspicuous activity is conscious and positive, is deriving from the dissatisfaction ofhuman being, and is a kind of distortion psychology and behavior prompted by vanity anddesire. Conspicuous brand consumption takes famous brand products as its means to achievethe goal of showing off. Such manifestations as younger-age trend of consumers, trend offemale consumers, international trend of consumer objects and trend of bandwagon effect onconsuming are the highlighted characteristics of conspicuous brand consumption, which aregenerated manily from the distortion psychology of show-off and the xenocentric psychology.Under the influence of different factors such as economy factor, social status factor,cultural factor, and factor of consumption values, conspicuous brand consumption, since itcomes into being and also during the development progress, has already captured so manypeople’s absolute worship heart to famous brand products especially on foreign brandproducts With the economic development and the growth of personal income, consumers’dream on famous brand consumption has come true. The competition for economic status hasincreased the value of conspicuous brand consumption, the difference of political status hasstrengthened consumers’ obsession of hierarchy towards conspicuous brand consumption, andthe cultural status relying on celebrity charm has also largely prompted the conspicuous brandconsumption. Under the influence of commercial culture environment and Chineseface-culture, consumers are conducted, actively or passively, to conspicuous brandconsumption. However, what really plays internal determinative force for people is thecultural quality of individuals. Affected by the current poor overall consumption environment,consumption alienation has provided the so-called reasonable ideology for conspicuous brandconsumption, which has worsened consumers’ blindness on conspicuous brand consumptionon the basis of the distorted individual values. When all different factors are working togetherto stimulate the development of conspicuous brand consumption, consumers, as the victim atthe largest level, are enslaved by famous brands, and shoulder the dual pressures-the physicaland mental pressure as well as the material and spiritual pressure. Conspicuous brand consumption, as a kind of unreasonable and unhealthy consumptionactivity, has obvious negative impact on the development of society. As consumers changebrand goods frequently and brand consumption requires consumers to be with good economiccondition, it is easy to cause the waste of resources and environmental damage, easy tointerfere with social equity and easy to cause distortion on values and psychologicalimbalance of people, which are not conducive to the harmonious development of the society.Therefore, conspicuous brand consumption needs to be reconstructed to reach an reasonablestatus, to be reconstructed from the extravagance to moderate consumption, from bandwagoneffect to equity respect, from material comfort to spiritual ascension. To achieve thereconstruction will need to strengthen the guidance of public opinion and school functions tofoster correct consumption ethics, and need to improve the self-cultivation of customers torealize self-discipline.