Consumerism – Chapter 12 Case Study

Consumerism – Chapter 12 Case Study

Defining Consumerism

Consumerism is a model that perceives the consumption of goods and services as something that consumers do in order to be. Here, consuming or buying goods and services is not just a means for survival or simply fulfilling basic needs; it is a way of life and a way in which consumers enhance their identity through the products they purchase.

The BBC Story “Shopaholic Died Under Purchases” as an Example of Consumerism

This BBC story demonstrates the consumerism model, where consumers identify with the products they purchase. Essentially, one part of the consumerism model stipulates that products are not merely symbols representing who individuals are: products are who individuals are. Subsequently, since products encompass who consumers are, they incarnate how consumers think and act (Brusseau, 2012). In this case, the woman identified herself with the things she liked, so she had to buy products she liked. Besides, the fact that her body was buried underneath all her purchases and took more than a day to find shows that she and her products were one.

Consumerism Exemplified in India Having More Cell Phones than Toilets

A 2010 UN report indicates that India has approximately 560 million cell phone users, yet only 360 million individuals can access toilets. This report can be used to demonstrate the part of the consumerism model that postulates that individuals buy goods and services in order to be (Brusseau, 2012). In this model, the consumption of goods and services is not just meant to fulfill basic needs or necessities, for instance, ensuring the security of family and friends (achieved after buying and installing CCTV cameras). Instead, purchasing products is a way of life; it is something that individuals need to do in order to be. To explain using India’s case, having access to a toilet is a necessity; therefore, consumers in India would be expected to purchase items that would be relevant in fulfilling the need to access toilets. Instead, the number of mobile phones exceeds the number of toilets, proving that these consumers’ act to buy does not seem to be driven by the need to meet necessities like toilet access.

Ethical Arguments that Support the Ban of Advertising Agencies

Focusing on business ethics, the subject of advertising provokes several arguments that indicate that advertising agencies should be banned from society. Firstly, the obligation of advertising agencies should be to make products consumers want and to satisfy their needs. Instead, advertising now creates desires and makes consumers need new things. Consequently, this violates the principle that mandates respecting the autonomy and dignity of others (Brusseau, 2012). Also, by manipulating people’s desires and creating new needs, advertising agencies treat individuals as simple instruments of their projects and only use them to satisfy their desire to make profits.

Further, advertising violates consumers’ rights by curtailing their freedom. Essentially, ad campaigns manipulate what people want and thus enslave them to desires they did not freely choose for themselves. Also, from the utilitarian perspective, moral good includes actions that contribute to societal well-being and happiness. Advertising agents then contribute to unhappiness because they will never actually satisfy consumers’ needs—they are always creating new desires, making consumers chase a desired satisfaction they can never reach (Brusseau, 2012). Overall, advertising agencies should be banned from society because they violate consumers’ respect and autonomy, curtail their freedom, and contribute to an unhappy society.

Arguing for Consumerism on Ethical Terms

Based on the utilitarian moral theory, one could argue that consumerism is good since by purchasing products, individuals contribute to economic growth, which, in turn, translates to improved societal well-being and happiness. Second, consumerism allows the expression of freedom, as consumers can buy a wide range of products. This freedom to make purchases also allows consumers to express their lifestyles and preferences, which promotes self-expression and diversity in society. Moreover, consumerism demonstrates respect for people’s dignity. Notably, consumerism is a phenomenon that allows people to identify themselves with the products they purchase, meaning buying gives consumers self-worth. Therefore, disregarding consumerism would infringe on the dignity of those buying. Conclusively, in ethical terms, consumerism is good because it promotes societal well-being through boosted economic growth, allows freedom of expression, and upholds the dignity of consumers.

References

Brusseau, J. (2012). Business ethics (v. 1.0). Creative Commons. https://2012books.lardbucket.org/pdfs/business-

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At the end of each chapter, there are Case Studies. Choose one, read it, and answer all the questions that follow it.

Consumerism – Chapter 12 Case Study

Title page, 2 pages of content, and a reference page.
This one you choose from any from Chapters 11- 12.