THE MOTIVES OF CONSPICUOUS CONSUMPTION IN JANE AUSTEN’S PERSUASION
Keywords:
conspicuous consumption, pecuniary emulation, invidious comparison, conformity and avoidance of disapprovalAbstract
This study aims to analyze the motives of conspicuous consumption portrayed in Jane Austen’s Persuasion. It employs a qualitative research method, using the novel as the primary source of data, while supporting information is gathered from books, journal articles, and other relevant sources. The analysis is based on Wellek and Warren’s sociology of literature and Veblen’s concept of conspicuous consumption. The study focuses on three motives of conspicuous consumption: pecuniary emulation, invidious comparison, and conformity and avoidance of disapproval. The findings indicate that these motives are reflected in persistent efforts to preserve prestige despite financial decline, the tendency to compare oneself with others based on social rank and appearance, and adherence to aristocratic social standards to avoid social disapproval. These motives encourage extravagant spending, increase financial burdens, and place greater importance on maintaining social standing than on achieving financial stability. As a result, they contribute to excessive spending, financial hardship, status-oriented behavior, and the continuous pursuit of a favorable public image, which may ultimately lead to bankruptcy. The findings also indicate that material possessions and outward appearance are often used to gain social recognition and maintain one's position in society, even when they no longer reflect an individual's actual financial condition. In conclusion, Persuasion reflects social issues that remain relevant today, as social media, lifestyle trends, and competition for social recognition continue to influence individual behavior, often encouraging people to prioritize social image and social status over their actual financial circumstances. These findings suggest that Austen’s portrayal of conspicuous consumption provides valuable insights into the relationship between consumer behavior, social expectations, and the pursuit of social status in both the Regency period and contemporary society.References
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