Waves in Consumption with Interdependence among Consumers

Cowan, Robin, Cowan, William and Swann, Peter (1998). Waves in Consumption with Interdependence among Consumers. UNU-MERIT Research Memoranda. UNU-MERIT.

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  • Sub-type Working paper
    Author Cowan, Robin
    Cowan, William
    Swann, Peter
    Title Waves in Consumption with Interdependence among Consumers
    Series Title UNU-MERIT Research Memoranda
    Volume/Issue No. 11
    Publication Date 1998
    Publisher UNU-MERIT
    Language eng
    Abstract This paper presents a model to analyze the development of consumption patterns when there are social interactions among consumers. In particular a consumer in this model recognizes three reference groups: a peer group of similar consumers with whom the consumer wishes to share consumption activities; a distinction group from which the consumer wishes to distinguish him- or herself; and an aspiration group, to which the consumer does not belong but wishes that he/she did, and with whom the consumer would like to share consumption activities. The interplay of aspiration and distinction can lead to waves"" in consumption. These can happen when, for example, the avant- garde consumption of up-market pioneers is copied by other types of consumer: as the latter aspire to emulate the former, the former in turn seek to distinguish themselves from these unwelcome companions by varying their consumption. In consequence a particular consumption activity may start up-market, an then gradually proceed down the social spectrum. More complex patterns with continuing cycles in consumption can also be found. The paper argues that this model is not only applicable to the consumption behaviour of an elite (or would-be elite) but is relevant in a wide range of consumption settings."
    Copyright Year 1998
    Copyright type All rights reserved
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