Are the values of consumer society simply American values? Essay Example

time of Henry Ford's T-model production. With a wide array of cars on the market that have minimal differences, it is the image portrayed that ultimately drives sales. This has led to an increase in consumer research and other activities aimed at identifying the desires of the target market.

Nowadays, consumer behavior includes the growing significance of work and its rewards. There is a greater emphasis on earning incomes in order to acquire products that are not necessary but serve to symbolize a person's identity and wealth. As spending increases, the relative proportion of food and clothing purchases decreases, as the focus shifts to cultivating a desirable image and influencing public perceptions. This shift results in consumers becoming more self-centered and ego-driven.

The article in the paper over the weekend brought attention to the increasing problem of Irish children becoming unruly and neglected. This issue is believed to stem from parents feeling overwhelmed by their workloads. To make up for lost time, parents are now exclusively giving their children gifts, regardless of their behavior. The prevailing consumerist values in our society put immense pressure on families as they strive for additional income. Nowadays, the products we buy are expected to serve beyond their original purpose or sometimes not even have a purpose at all. They must now reflect our personality or social status.

The Industrial Revolution in the 19th century, led by Americans, brought significant changes to society. It was known as the "revolution of rising expectations" due to advancements in technology, transportation, and production methods. These advancements resulted in increased production of goods, job opportunities, income levels, and purchasing power. As a result, people developed greater

desires and expectations with fewer barriers hindering their fulfillment. This gave rise to the uncontrollable consumption observed today in many parts of the world. However, it is important to note that not all consumer values are American; instead, they are closely connected due to the presence of a market economy.

The American market is defined by its reliance on supply and demand, where money holds significant importance. In this system, companies have extensive interactions with consumers, while government intervention remains limited. The foundation of American culture rests on the pursuit of wealth and material possessions, reflecting the Western dream. As globalization progresses and trade freedom expands, these values are spreading worldwide, greatly influenced by the dominant position of the US on the global stage. Moreover, the decline of communism, which does not prioritize consumers, further enhances the influence of American values.

Americans place high importance on modern comforts and pleasures. They do not worry much about environmental issues, resulting in a culture that emphasizes "big" things such as egos, jobs, houses, and pick-up trucks. All of these aspects are closely tied to their public image. work is treated with great seriousness and socializing often revolves around it. Americans generally value punctuality and schedule adherence because they believe "Time is money", highlighting the significance of productivity and efficiency.

Throughout the world, including Ireland, specific features can be observed, such as O'Connell Street. For instance, McDonalds represents American capitalist values. It signifies a straightforward and fast transaction, a clean and comfortable store, and an emphasis on rationality and efficiency. Additionally, it maintains low wages and generates significant profits. Marketing and advertising strategies are of utmost importance and adapted to

suit the culture of each country. As an example, in India, Big Macs do not contain meat. These American establishments, whether they are stores or television programs, serve as a representation of American values and have become part of global culture, whether accepted or not. (Consumer behavior: James F Engel et al. p 624).

The relationship between consumer society and American values is so intertwined that they can be difficult to distinguish, although they are not exactly the same. While we all possess values as consumers, not all of us possess American values. The United States is a prominent player in the global market economy, participating in open trade. As consumers play a crucial role in capitalism, there is a close correlation between American values and consumerism. The continuous growth of free trade has resulted in the spread of American values and cultures worldwide, which in turn impacts consumer behavior. The main point is that we are all consumers, as exchange and transfer of goods have existed since the barter system and even earlier. In recent times, the culture of buying has surged alongside increasing wealth and desires. These values have become universal, encompassing not only American ideals.

BIBLIOGRAPHY
Consumer Behaviour, Third Edition, W.L.Wilkie.

James F. Engel et al. wrote a book called "Consumer Behaviour".

Consumer Behaviour, A European perspective, is a book written by Gerit Antonides and W Fred van Raajj.