Veblen umphumela, noma kungani senza ukuthenga engenangqondo

Ngamunye wethu sibili eze yonkana ezitolo ezincane ngokuthengisa lophawu garish we brand odumile, futhi "isikhala" amanani ngempela. Naphezu kweqiniso lokuthi lo mkhiqizo izinga ungathenga ngokuphepha futhi ngemali ephansi, kukhona abantu abakhetha ukuba sizinake ngaphezu kuzakhiwo ewusizo imikhiqizo edayiswa lezi ezijwayelekile. Ngaphezu kwalokho, isifiso ukuthola ikhabethe into yakho omncane eqolo ngezinye izikhathi yakhe sinamandla kakhulu kangangokuba abantu bachithe isikhathi esiyigugu abalinde kulayini omude - indlela ukuchaza lokhu kuziphatha?

Veblen umphumela: umqondo kanye essence

Ngo ithiyori kwezomnotho ingahlukaniswa solvency imfuneko umkhiqizo ngezigaba ezimbili ezibanzi: funa tekusebentisa non-zisebenza kahle. Futhi uma iqembu lokuqala ngenxa umthengi ngqo izinga izimpahla noma amasevisi, lona wamuva kuxhomeke ezicini kabani ubuhlobo nge izakhiwo ewusizo kungaba nzima kakhulu ukulandelela. Abanye abantu bathenga lokho bakhetha ukuthenga abangane babo (uyenqaba umphumela), abanye bafuna ukugqama esixukwini (snob umphumela), kanti abanye bafuna ukukhulisa udumo lwabo futhi uthenge ngamabomu izinto ezibizayo. Kulo mBhalo kuchazwa ngokuningiliziwe Economist Thorstein Veblen, behlonipha kabani ukusetshenziswa kwezimpahla noma amasevisi akuyona inhloso yazo, futhi ukwakha ekugxiliseni, futhi lethiwa - "Veblen umphumela".

Lokhu futurologist American futhi umlobi utlole nenani lezincwadi ezifana "Umbono we Entrepreneurship", "Umbono we Leisure Class" nabanye., Ngu lapho umqondo wegama elithi "ukusetshenziswa ehlonishwayo futhi sigqamile" usimisé saqina sangena ekuphileni kwansuku zonke kwabantu kanye zezomnotho. Ngokusho Veblen, e yesimanje umphakathi funa ngamagama ashubile Kunomthelela endleleni ukuphila "ukhilimu ongcono". Ukubona ukuphila ekilasini ezokungcebeleka uya eba kuyinsakavukela futhi lokuma for bonke abanye abantu. Ngakho-ke, abaningi ozama ukuphindaphinda ukunambitheka namaphunga okuthandwa oligarchs, lona "osemusha osemqoka", izinkanyezi show ibhizinisi, njll Kodwa lezi abakhangisi mikhulu.

Veblen umphumela: izibonelo zokuphila

Ukusetshenziswa Isimo kuyabonakala cishe zonke ukuphenduka. Vele bheka, indlela egqoka amasekela yethu nokuthi yini ukushayela. Kungenzeka futhi ukuba ujabule bese uya omunye boutiques nemfashini futhi ucele amanani. Veblen umphumela Ngokuvamile ubonakaliswa isimo sengqondo kokuhlaziywa kwamathenda imisebenzi yobuciko, ke wenza zokudla ezibizayo namahhotela, ngokuvamile kubonakala ukukhangisa emakhasini omagazini okunethezeka. Futhi uma siye sinezele ukuthi umphefumulo Russian bavame ukuba seqise, kuyacaca ukuthi kungani abantu abathile bekholelwa ukuthi imimoya kufanele kube ngempela kusukela Armani, Brioni ezigqokisa, futhi iwashi - kusukela ukuqoqwa Patek Philippe. Lesi sakamuva, ngasendleleni, kuthandwa kakhulu phakathi kwezicukuthwane Russian - phakathi abalandeli yalesi brand kuhlanganisa uVladimir Putin, Anatoly Chubais, S. Naryshkin, njll

Izici isimo asetshenziswe ezindlini

Veblen indida Sekuyisikhathi eside kwaziwa, futhi azikho amazwe ezingase ilotshiwe okuhlukile. Nokho, ngendlela esebenza ngayo emazweni ayengaphansi kweSoviet Union, sihluke kakhulu zako eYurophu. Uma abantu ocebile lamazwe athuthukile makudle yabo umkhiqizo esiyingqayizivele okukhethekile noma bomkhiqizo umlando eziningana iminyaka eyikhulu, inkomba esiyinhloko bakithi limane amba eqolo. Ayanda ukubaluleka izimpahla, kanjalo kubo kuba ligugu futhi ezifiselekayo. Kumele kukhunjulwe, uma ngokungazelelwe abe isifiso sokuzitika ngezifiso ezinye "brand" Bagatelle. Abakhangisi zethu - ngobuqili abantu, izenzo zabo, abazi bangafuni ukusebenzisa zonke izinhlobo amasu ngokwengqondo. Ukwazi yini esishukumisela ukuba kuthengwe izinto ezithile, singakwazi ngokuhlakaniphileyo enze ukukhetha futhi ukugwema ekuthengeni izinto ezingadingekile emali ebekelwe.