There’s a lot more we could talk about on this subject but let’s do a sort of introduction as to why we buy designer items and what they mean or don’t mean to us.

• Repeated studies have shown that by buying luxury items, consumers are able to transport themselves to a place of higher self-esteem, they get a sense of belonging to an exclusive club, they might even feel that they’ve accomplished something by spending thousands on a new handbag.
•  At the heart of it all, stuff makes us feel good, and we all love feeling good. Many human behaviors are rewarded with pleasurable feelings (caused by the chemical dopamine). Buying stuff can release those same pleasure chemicals, and for many of us, our natural addiction to feeling good can hence be easily satisfied by buying something.
• Researchers at Yale have determined that this quest for authenticity develops early in childhood. A study that tried to convince children that a cloning machine had produced their favorite toy found that most children refused to accept the duplicate as identical. It turns out that the sentimentality of the item—the memory or feeling that comes from having purchased a genuine luxury good—is part of the reason that we seek authenticity.

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See our links: https://linktr.ee/twogirlsonepodcastuk