Would you be excited to have a high-end brand of shower valve?
Most of us probably wouldn’t know the brands of shower valves to be excited one way or the other. I certainly don’t. But when a contractor came to give us an estimate for replacing our shower, he said he had connections and could “upgrade” us to a specific brand, assuming that I knew it signaled high-end plumbing. He promised that if we hired him we could have fancy branded tile at a discount too, giving us “the wow factor I know you’re looking for.”
The only “wow” came when we saw how much he would charge us for our new high-end branded shower, which we passed on.
This experience reminded me of sociologist Juliet B. Schor’s book The Overspent American: Why We Want What We Don’t Need. She has a chapter called “The Visible Lifestyle,” where she explores how consumption is connected with identity. We make statements about ourselves through the products that we consume, and the more visible the product, the more brands matter to consumers.