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As daily life needs are gradually met, people begin to sell and purchase more complex products. These products often fulfill a wider range of needs. They carry a form of "value" that cannot be seen with our naked eyes.

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Social status and symbolic meaning? Identity and self-expression? Group influence and social culture? Consumer anxiety and psychological satisfaction? These perspectives help us recognize and understand the complexity of consumption. The added value of a product has become a key factor influencing purchasing decisions. Exploring this "added value" is my primary objective.

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Koul’s fitting-room experience illustrates that consumption is not just about practicality but also a crucial part of self-identity. For example, when someone purchases a GUCCI or LV bag, it is not merely about owning an accessory but about connecting with a specific social group or showcasing a unique sense of taste. This represents the added value that the product provides.

Furthermore, Koul discusses the relationship between clothing and personal self-esteem. Some consumers may buy luxury goods not out of genuine appreciation but due to societal expectations or cultural pressure. This ties into the concept of consumer anxiety in modern society—people fear being perceived as unsuccessful and thus rely on luxury products to compensate for this psychological gap.

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People purchase luxury goods often in pursuit of a sense of satisfaction, but the source of this satisfaction is not singular; rather, it is shaped by a combination of psychological, social, history, and cultural factors. Based on the analyses of Paul Bloom and Scaachi Koul, satisfaction does not merely come from the product itself but is co-constructed by multiple factors, including identity, social recognition, emotional experience, and self-fulfillment.

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Bloom points out that the value of luxury goods is not solely reflected in their quality but also in their ability to convey a social signal. For example, a Rolex watch is not just a tool for precise timekeeping; it serves as a symbol of social status, indicating that the wearer may be a successful individual or has accumulated a certain level of wealth. When someone purchases a luxury item and receives recognition from others, they experience a sense of satisfaction, as it validates their social status or taste. This represents the added value that luxury goods provide.

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Koul discusses how society shapes people's expectations of the "ideal body" and how this creates anxiety among consumers. In our daily lives, the acceptance of a product is closely tied to people’s aesthetic perceptions. When we perceive a product as aligning positively with our aesthetic standards, we are more willing to pay for it. Therefore, the definition of beauty becomes a crucial factor influencing consumption.When we unconsciously conform to mainstream or external aesthetic standards, we fall into the trap of cultural expectations. This means that our purchasing decisions are not always based on personal preference but are often influenced by societal norms and pressures.

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The high price of luxury goods means that purchasing them requires a certain level of financial capability. When a person can easily afford luxury goods, they may experience a sense of financial security and autonomy. This highlights the psychological impact of consumption.

The concept of conformity refers to the psychological phenomenon in which individuals adjust their behavior under group pressure to align with social norms. Social psychologist Solomon Asch (1951) conducted experiments showing that most people, even when aware that a choice is incorrect, tend to follow the group’s decision. This theory effectively explains how luxury consumption is influenced by cultural expectations—people may purchase high-end products not just for personal enjoyment but to fit into societal standards and avoid feeling out of place.