Veblen nyhuv, los yog vim li cas peb ua irrational yuav

Txhua yam ntawm peb muaj tseeb tuaj nyob me me khw nrog garish signboard ntawm ib tug naas ej hom, thiab tiag tiag "qhov chaw" nqi. Txawm tias muaj tseeb hais tias qhov no zoo cov khoom uas koj yuav xyuam xim yuav thiab nyob ib tug tsim nyog tus nqi, muaj cov neeg uas xav kom them ntau tshaj rau pab thaj chaw ntawm cov khoom muag nyob rau hauv cov outlets. Ntxiv mus, lub siab xav tau mus rau koj lub wardrobe me tshaj plaws ntawm exorbitant nqi yog tej zaum thiaj muaj zog hais tias cov neeg siv precious lub sij hawm tos nyob rau hauv ntev queue - yuav ua li cas los mus piav qhia cov cwj pwm no?

Veblen nyhuv: tswvyim thiab essence

Nyob rau hauv economic kev tshawb xav yuav tsum tau muab faib solvency yuav tsum tau rau cov khoom rau hauv ob sab: haumxeeb thiab uas tsis yog-haumxeeb thov. Thiab yog hais tias tus thawj pab pawg neeg yog ncaj qha vim tus neeg qhov zoo ntawm cov khoom los yog cov kev pab cuam, lub tom kawg nyob rau yam uas nws kev sib raug zoo nrog pab zog yuav ua tau heev yooj yim mus lw. Ib txhia neeg yuav zoo li cas lawv xav mus yuav lawv cov phooj ywg (bandwagon nyhuv), lwm leej lwm tus nrhiav mus rau sawv tawm los ntawm cov neeg coob coob (snob nyhuv), thaum lwm tus neeg xav tsa lawv kev nplua nuj thiab txhob txwm tshaj tawm yuav kim yam. Cov yav tas cov ntaub ntawv yog piav nyob rau hauv kom meej lub economist Thorstein Veblen, nyob rau hauv uas nws yawm kev siv cov khoom los yog cov kev pab cuam no tsis yog rau nws npaj lub hom phiaj, thiab los ua ib tug kav ntev tswv yim, thiab tau txais nws lub npe - "Veblen nyhuv".

Qhov no American futurologist thiab essayist tau sau ib tug xov tooj ntawm cov phau ntawv xws li "Lub Theory of Entrepreneurship", "Lub Theory ntawm lub Leisure Class" thiab lwm tus neeg., By uas lub tswvyim ntawm "prestigious thiab ntug noj" tau nrees nkag mus rau hauv lub neej txhua hnub ntawm sociologists thiab economists. Raws li Veblen, nyob rau hauv lub neej niaj hnub thov heev xav influences txoj kev nyob "qab zib ntawm cov haiv neeg". Cov duab ntawm lub leisure chav kawm ntawv lub neej yog nce ua tus cai thiab lub benchmark rau tag nrho lwm cov neeg. Yog li ntawd, muaj ntau yam yog ua kom replicate cov tastes thiab nyiam ntawm lub oligarchs, lub "golden hluas", hnub qub ntawm qhia tau tias ua lag ua luam, thiab lwm yam Tab sis cov no marketers yog zoo kawg thiab.

Veblen nyhuv: lub neej piv txwv

Lub raws li txoj cai kev noj yuav pom nyob rau yuav luag txhua qhov chaw. Cia li saib, yuav ua li cas lawv hnav ris tsho peb deputies thiab dab tsi lawv tsav. Nws yog tseem tau mus muaj kev lom zem thiab mus rau ib qho ntawm lub trendy boutiques thiab nug nqi. Veblen cov nyhuv yog feem ntau manifested nyob rau hauv qhov kev luj xyuas ntawm tej hauj lwm ntawm cov kos duab, nws ua nyob rau hauv kim khw nojmov thiab cov chaw ntiav pw, feem ntau nws nws tus kheej nyob rau hauv advertising rau cov nplooj ntawv ntawm cov khoom kim heev cov phau ntawv Magazine. Thiab yog hais tias peb ntxiv hais tias cov Lavxias teb sab ntsuj plig yuav mus rau extremes, nws yuav ntshiab yog vim li cas ib txhia neeg ntseeg tias dab yuav tsum tas los ntawm ntawm Armani, Brioni khaub ncaws rau, thiab lub moos - los ntawm tus sau los ntawm Patek Philippe. Cov yav tas, los ntawm txoj kev, yog heev nrov ntawm cov Lavxias teb sab cov neeg tseem ceeb - ntawm cov kiv cua ntawm no hom muaj xws li Vladimir Putin, Anatoly Chubais, S. Naryshkin, etc.

Nta ntawm tus txheej xwm ntawm domestic kev noj

Veblen paradox tau ntev tau paub, thiab muaj cov tsis muaj lub teb chaws uas yuav tsum tau sau nyob rau hauv ib qho kev zam. Txawm li cas los, txoj kev uas nws ua hauj lwm nyob rau hauv lub teb chaws ntawm lub qub Soviet Union, yog ho txawv los ntawm nws cov ces nyob rau hauv teb chaws Europe. Yog hais tias tus nplua nuj neeg ntawm mas tsim lub teb chaws muab lawv nyiam mus rau ib tug tshwj xeeb kom cov khoom los yog hom uas muaj keeb kwm ntau pua xyoo, lub ntsiab qhia rau peb cov compatriots yog tsis muaj dab tsi ntau tshaj li ib tug nqi siab. Lub siab dua tus nqi ntawm cov khoom, yog li ntawd rau lawv nws yuav ntau cov tseem ceeb thiab ntshaw. Nws yuav tsum tau borne nyob rau hauv lub siab, yog tias koj mam li nco dheev muaj ib lub siab xav kom indulge nyob rau hauv ib co "hom" Bagatelle. Peb marketers - cunning neeg, nyob rau hauv lawv ua, lawv tsis disdain siv tag nrho cov xaiv ntawm puas siab puas ntsws hom kev kawm. Paub seb vim li cas peb rau lub purchase ntawm tej yam, peb yuav zoo dua ua ib tug xaiv thiab kom tsis txhob ruaj siv ntawm nws cov nyiaj txiag.