10 SHADY ORIGINS OF CONSUMERISM IN THE US
Consumerism and the practice of flaunting one’s status through clothes, jewelry, and other things has existed since the dawn of civilization. Yet, the endless cycle of working to buy has never been more rampant than it is now. How did the United States, a nation founded on Puritan, non-materialistic tenants become filled with the biggest shoppers on the planet and end up occupying 29% of the World’s consumer market? As it turns out, Americans were carefully and systematically manipulated into becoming insatiable shoppers.
10. Freud’s Theories
The man who is largely responsible for introducing advertising as we know it was none other than Sigmund Freud’s nephew, Edward Bernays. Bernays’, nicknamed the “father of public relations,” studied his uncle’s writings on psychology and group mentality and learned humans react to feelings not facts. With this knowledge, he saw an opportunity to capitalize on people’s subconscious desires by selling goods with the promise of delivering power, status, sex appeal, glamour, health, and other things with emotional connections. His uncle also taught him that humans often act irrationally when emotions are involved and can be led to believe objects are a symbol of their character. Bernays used these theories to manipulate people into buying products they didn’t necessarily need or want.
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