Status

As Christmas comes around we are all thinking about our perfect gift as well as a gift for someone special. This year I have been putting more thought into what I would like than any other year and I would like something shiny. From an article in the Journal of Consumer Psychology; jewelry, especial very ostentatious pieces will usually be worn by individuals that think of themselves as a lower class or status than others.  The American population “thinks of ourselves as a classless society”, who is obsessed with social standing and demonstrates status by our possessions. Status is generally determined by racial or ethnic background, as well as what job we hold and where we have chosen to live. 

Even if we do not intend to, people generally sort themselves with other individuals belonging to the same or similar social hierarchy. Social and status hierarchy based on items can be a false indicator of the individual’s actual status, but these impostors can easily be discovered with a second look. We observe these differences in social/status hierarchy mainly by the individual’s mannerisms; how they sit, react to situations, tactfulness and especially their use of language and dominance within the conversation. Whereas lower status individuals will start to mimic, basing their body language and way of speaking on higher status individuals. 

So far we have established that social/ status hierarchy are important within society.  So, if status influences personal values, than an individual with lower status will typically desire high status items or products. Leading to the possible conclusion that, those’ within society who have the least ability to afford ostentations items desire them the most. In the past it was challenging for individuals to acquire status pieces due to their lack of credit and money but that has all changed, almost anyone is able to purchase on credit today. So before I commit to a shiny gift this year, I have to take a minute and wonder where my desire is coming from.