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What could be driving these consumerism tendencies? One apparent thing is the taste!
The impulse buying nature of humans is not anything new in the current society. There is a ceaseless urge to buy goods regardless of the presence or absence of money. People tend to spend money on goods such as cars and flavours, the latter the leading in consumption rate. Compulsive buying has seen our stores stocked, credit card debts amounting and a remarkably depreciated health. One could then pose such question as to what the impact of materialism and consumerism bears on the American psyche. From a psychological point of view, the urge to acquire more goods or wealth is a perfect case of discontent. Prompts arguments as if, when one is rich then the money does not make them any comfortable. Leaving the weak discrediting the materialistic aspect of life, dismissing its importance altogether (Schlosser, 561).
Consumerism is likened to a culture in that many a people have adopted it as the only practice they ever experienced throughout their lives and which they cannot part with given their relationship since the origin and its entirety. Notably, consumerism has created voids in people’s lives, rendering some emptiness within them subconsciously. The advent of McDonaldization and Americanization is a factor that has come into play in shaping the consumer behaviour of the US citizens. The McDonalds, with their influence across continents, have rocked the world with its myriad flavours. It has been demonstrated that 90 per cent of the money by Americans is spent on food alone.
In “Why McDonald’s fries taste so good”, Schlosser notes that flavour is a critical component if one needed to realise large sale turnover. He adds that colour matters a lot as those that are brightly illuminated are tastier compared to the bland- looking foods. It not only applies to taste but also appealing factor among the eyes of the customer (Schlosser,
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