Cov nyhuv ntawm cov hnoos qoob loo

Kev thov kom ruaj khov yog ib qho tseem ceeb ntawm kev lag luam zoo. Paub cov khoom ntawm txhua hnub xav tau, cov khoom noj muaj muag zoo tshaj. Cov khoom zoo li no raug cais raws li qhov qub, uas yog, qhov kev thov rau lawv loj tuaj nrog nce nyiaj ntawm cov neeg tau txais kev pab. Tiam sis kev ua lag luam tsis tuaj yeem xam cov khoom ntawm txhua hnub. Khoom kim heev kim tsheb, kom hniav nyiaj hniav kub, designer khaub ncaws, xws li tag nrho cov lwm yam khoom nyob rau hauv lub classic kev txiav txim zoo thiab xa mus rau li qub. Tab sis qhov tseeb, qhov kev xaiv ntawm tus yuav khoom nyob ntawm ntau qhov chaw.

American economist Harvey Leibenstein tau qhia peb hom kev coj cwj pwm ntawm cov neeg thaum yuav khoom.

• Cov nyhuv ntawm kev sib koom tes feem ntau yog qhov uas ib tug neeg yuav cov khoom nrov tshaj plaws thiab cov khauj muag. Xws li tus tib neeg xav kom ib txwm paub txog cov qauv, stylish, "ntawm nthwv dej." Qhov ntau dua qhov kev thov rau cov khoom no, ntau dua qhov yuav ua rau qhov kev yuav khoom no. Thiab, conversely, thaum qhov kev thov txo, cov khoom tsis tau yuav.
• Cov nyhuv ntawm tus nab npawb yog ncaj qha rau sab nrauv. Ib tug neeg nrhiav kom yuav lwm tus neeg tsis yuav khoom. Nws txoj hauj lwm yuav sawv tawm ntawm cov neeg coob coob, hais txog nws tus kheej kev muaj tswv yim. Qhov ntau dua qhov kev thov rau txhua pawg ntawm cov khoom, qhov tsawg dua uas nws yuav tau txais los ntawm xws li ib tus yuav.
• Veblen nyhuv tshwm sim thaum nws los txog rau ntug noj. Nyob rau hauv cov ntaub ntawv no, tus neeg yuav cov khoom siv tsis yog siv los siv rau lawv lub hom phiaj uas tau npaj, tab sis kev sib faib nrog lwm tus. Yog hais tias koj siv cov nyhuv yav dhau los - cov nyhuv ntawm lub chaw muag mis nyuj, ces kuj muaj ib txoj hauj lwm los sawv tawm ntawm tag nrho. Tab sis Veblen kev yuav khoom yuav tsum tau qhia tias tus neeg yuav khoom siab, tsis yog nws tus kheej tus kheej. Nyob rau hauv ib qhov khoom kab li ib tus neeg yuav xaiv tus kim tshaj plaws.

Peb cov teebmeem no yog qhov tseem ceeb ntawm qhov khoom kim heev khoom lag luam, qhov twg rau kev tshaj li kev tshaj li kev cai rau kev noj khoom haus tsis ua haujlwm. Yog hais tias, thaum lub sij hawm lub advertising lub tuam txhab delusional khoom ua xwb los ntawm lub classical tswv yim xws li speculative kev thov, elasticity ntawm kev thov, cov neeg siv kev ntshaw, ces koj yuav tau tuaj mus rau tej xwm txheej phem. Tus qauv ntawm kev lag luam yog tsim los nthuav cov neeg tuaj tawm tswv yim, uas txo qhov yuav tsum tau yuav cov khoom raws li kev npau suav.

Yog li ntawd, cov neeg uas yuav khoom kim heev los ntawm lawv cov xwm, lub siab xav ua thawj zaug nyob rau hauv txhua yam, tsis txhob pom zoo xws li ib yam khoom. Txawm hais tias nws cov khoom siv, exclusivity thiab nqaij yog tam sim ntawd pom. Yog li, tag nrho cov dag zog los txhawb yog raug nullified. Qhov no yog vim hais tias ntawm cov neeg muaj peev xwm yuav tsis muaj cov neeg uas yog qhov tseem ceeb tshaj plaws hauv kev xaiv ib yam khoom yog cov nyhuv ntawm tus nab npawb los yog Veblen.

Kev thov cov khoom siv rau cov khoom kim heev yuav tsum yog ib qho ntxoov ntxoo ntawm cov elusiveness thiab qhov txawv ntawm lwm tus. Ib tug ntawm cov kev xaiv rau cov khoom nce qib ntawm high-end yog lub hauv paus ntsiab lus ntawm kev tshajtawm. Nws yog raws li tsim ntawm cov pawg neeg tshwj xeeb, rau cov neeg muaj npe ntawm ib lub tuam txhab ib qho tseem ceeb heev. Lub hom tsim nws lub keeb kwm, lub tswv yim thiab cov hauv paus ntsiab lus. Thiab ntawm no peb tau tham txog khoom kim heev. Yog li ntawd, cov khoom pib tab tom yuav kis tau los ntawm cov neeg uas raug rau cov nyhuv Veblen, thiab cov neeg uas ib txwm muab lawv tus kheej rau ntawm lub taub hau (cov nyhuv snob).

Tsis tas li ntawm qhov tseem ceeb yog qhov kev xav ntawm ib tus nqi uas muaj nqis, uas yog, tus nqi ntawm qhov khoom siv ntawm cov txiaj ntsig ntawm tib qeb. Nws yog qhov tseem ceeb ntawm no, raws li lwm cov neeg, tus neeg yuav khoom them rau cov khoom ntau tshaj li nws yeej yog cov nqi. Cov lus nug ntawm kev nplua nuj, kev txawv txawv thiab qhov tseem ceeb tshwm sim nyob rau hauv lub qhov muag ntawm cov neeg uas sim mus zoo. Yog li ntawd, thaum tsim cov npe khoom muaj feem xyuam nrog khoom kim heev, koj yuav tsum xav txog txhua yam uas yuav tsum tau muaj. Tom qab tag nrho, txoj kev vam meej ntawm lub koom haum yog nyob ntawm kev siab ncaj rau txhua tus neeg.