SOC100H1 Lecture Notes - Lecture 2: Marcel Mauss, Personal Luxury Car, Cultural Universal

• School: UTSG
• Department: Sociology
• Course: SOC100H1
• Professor: Lorne Tepperman

Document Summary

Luxury is often a way for consumers to signal that they"ve made it . Many upscale brands are no longer exclusive to the very wealthy. Management consulting firm bain and co. estimates that spending on personal luxury goods in the us rose to a steady 5% last year to about billion. Four in ten americans are aspirational luxury consumers. Aspirational consumers value luxury products, but they have not traditionally been luxury consumers themselves. A luxury purchase feels like an indulgence and a reward for aspirational consumers. And how and why does it promote luxury spending. Culture is a filter through which we view and understand the world. Generally, people learn a culture through socialization, then exact it in their everyday behavior. There are no absolutely right and wrong, better or worse cultural values. When people behave in odd ways, it is usually because they are members of a different culture.