I recently watched the documentary "The Culprit of Uncontrolled Consumption" based on the recommendation of a blogger. It was very shocking. It allowed me to see how in a society driven by interests, the controllers use a series of means to stimulate consumption. Achieve high demand and high flow of goods, so that the goods sell well and increase your profits; at the same time, you have a deep insight into yourself and discover how you have been educated under this social trend of commercial interests, so as to obey the instigation of merchants, Become a contributor to consumption.

First, planned scrapping will shorten the service life of the product.

In order to increase the repurchase rate, merchants secretly artificially shorten the service life and life of items, which makes consumers passively repeat consumption and complete a new round of repurchase, creating new profit growth points for the products. This is It is a waste of social resources, and the disposal of many discarded old products puts pressure on the entire human society.

Planned scrapping was first used in light bulbs. At that time, several monopoly companies signed a private agreement to set up artificial obstacles to shorten the use time of light bulbs. Many products in our lives currently use built-in scrapping attributes, which means that Used to explain the reason why many things are becoming less and less durable nowadays.

Second, fear marketing.

By exploiting human fears, using things like illness, aging and death that humans fear, to increase people’s fears, and using this fear to achieve commercial cash-out, and to continue to be so addicted will undoubtedly undermine human self-esteem. destroy.

The most popular medical aesthetics, anti-aging, stem cell, and health care products industries are all using this kind of fear marketing to attract more and more customers and achieve a skyrocketing profit in the industry.

Third, the bombardment of continuous consumption concepts.

The advertising guidance of continuous consumption makes consumers’ purchasing intention not based on the functional attributes of the goods but other fashion or show-off elements, causing many products to be eliminated and replaced because they do not follow the fashion. This undoubtedly gives Merchant sales provide more possibilities, but at the same time cause a huge waste of social resources.

This is where IKEA’s huge sales come from. Sofas can be thrown away at any time like potato chips, and furniture that could have been used for a long time or even passed on to the next generation has become a fast-selling item. disuse.

With the current extreme use of Internet big data, merchants can accurately recommend the items consumers need, so that our purchase intentions can be satisfied at any time. This concept of elimination and continuous consumption supports the large consumption cycle of society. The pusher of credit cards has invisibly encouraged consumers’ narcissism, creating an endless cycle of advanced consumption.