Chapter

Social mechanisms generating demand: a review and manifesto

Alan Warde

in Innovation By Demand

Published by Manchester University Press

Published in print August 2002 | ISBN: 9780719062674
Published online July 2012 | e-ISBN: 9781781700273 | DOI: http://dx.doi.org/10.7228/manchester/9780719062674.003.0002
Social mechanisms generating demand: a review and manifesto

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This chapter reflects on the development of sociological approaches to consumption and their contribution to the explanation of consumer behaviour. Tentative and programmatic, it is concerned with defining some of the ways in which sociology might proceed in analysing consumption. It offers some record of recent developments and achievements. It is cast as a reflection on the limits of a key concept, conspicuous consumption, arguing that sociological explanations have paid too much attention to the visible and the remarkable and have therefore generalised too widely from acts of conspicuous consumption. The chapter reviews a number of mechanisms which generate ordinary and inconspicuous consumption. This permits the identification of some important and neglected inconspicuous features of final consumption. Processes examined include habituation, routinisation, normalisation, appropriation and singularisation, putative bases for understanding the dull compulsion to consume. Asserting a distinction in the ways that economists and sociologists use the concepts of demand and consumption, the chapter contributes to interdisciplinary dialogue.

Keywords: consumption; consumer behaviour; sociology; conspicuous consumption; inconspicuous consumption; demand; habituation; routinisation; normalisation; appropriation

Chapter.  5741 words. 

Subjects: Political Economy

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