# data[].attributes.body
Bloom explores the superficial ways that our choices can affect the perceptions that we have of ourselves and the people around us.

In his article "The Lure of Luxury", Bloom focuses on the idea that the human adoration and consumption of luxury items is a product of years of believing objects are tied to their deeper historical significance and place a value on objects based on theories that he mentions: Sensory, Signaling and Historical Theory.

He draws the conclusion that our choice to buy luxury goods is a product of our human nature.

# data[].attributes.body
"Everyone has an appetite for non-utilitarian things; most people own things that they don't really need. It is worth thinking about why" (Bloom 4)

# data[].attributes.body
"non-utilitarian"--> Having no regard for mere utility rather than beauty, amenity, etc.

# data[].attributes.body
"The depth of pleasure, and, in particular, the importance we give to history, applies to many domains, including food, artwork, and luxury goods. From this perspective, the lure of such goods is not limited to their utility or beauty or to our beliefs that possessing them will impress people." (Bloom 8)

# data[].attributes.body
"If pleasure is triggered by the physical properties of what we are looking at or touching, then it shouldn't matter what we think it is. But it does matter. To most, an Armani is worth more than a knockoff, even if the difference is invisible to the senses." (Bloom 5)

# data[].attributes.body
"difference is invisible to the senses"--> we physically cannot differentiate a fake from an original.

"pleasure is triggered by the physical properties"--> we tie our contentment to the legitimacy of the product.

# data[].attributes.body
Sensory Theory, as described by Bloom, is the way in which we place high regard for the product using our senses more than anything else, like utility. Bloom makes a comparison between a fake luxury good and a real one. The fake good does have the same functionality as the real good, and it is indistinguishable for an average person, but people still place immense value on the real good. The "realness" of the good is independent of our senses, but we create more emotional importance for the real one.

However, there's more reason to support our choices. Sensory Theory shows us one facet of our decision making process.

# data[].attributes.body
Bloom further emphasizes that we should think about why we place value on values of the good other than the value of practicality. We all own things that are for uses other than survival, and we also desire items "just because."

Bloom also brings in the perspective of a utilitarian, who will only purchase a good because of the functionality and not the significance we place based on our senses. "The utilitarian should acknowledge that they are not pollution; they add to the value of our lives." (Bloom, 11) Eventually, refutes the utilitarian perspective by mentioning the intangible value that we place on luxury goods.

# data[].attributes.body
"The inadequacy of the sham Rolex is an embarrassment to sensory theories, but it is also troubling for signaling explanations. If the fake Rolexes are indistinguishable from the real ones, they would work just as well if one’s goal is to impress others." (Bloom 5)

# data[].attributes.body
"The inadequacy of the sham Rolex"--> the lack of legitimacy of the Rolex discredits both theories.

"would work just as well if one's goal is to impress others"--> according to the sensory theory, people would not buy the sham Rolex even though it worked almost or just as well as the real one and according to signaling theory, people should buy the sham one because their ultimate goal is to create some sort of envy in others, but they don't buy it in the end.

# data[].attributes.body
Bloom explores the idea that we place a disproportionate value on the "realness" of the object, and this creates a superficial significance on the object, so people purchase the good based on the opinion of others. People create an expectation of reactions from others when they see what we have and this sends a message of inadequacy. Furthermore, we also do not want to be caught signaling. If I were to buy this fake Rolex (consciously or unconsciously trying to impress others), I would not be able to fully relish my signal because I would know that it is fake.

# data[].attributes.body
"applies to many domains"--> the historical significance that we give to our consumption habits does not have boundaries, it is so ingrained in our lives.

# data[].attributes.body
"The importance of history is clearest in cases of objects such as teddy bears and JFK's golf clubs because these are unique items with special stories behind them" (Bloom 7)

# data[].attributes.body
From Bloom's comment, I can infer that the significance that we put on the things that we consume goes from a personal level to a broad level. On a personal level, our memories and feelings transform objects into emotional souvenirs (relating to teddy bears). On a broad level, history that does not personally involve us also attaches value to a good, which influences our consumption.

# data[].attributes.body
In this aspect, Bloom combines both historical and signaling theory. There is a link between how people place importance on the consumption of their goods using historical significance, and this gives them contentment through consumption. At the same time, they are also trying to prove a point to others because they possess the good.

# data[].attributes.body
Bloom connects all the theories together and creates an understanding that consumers use the reasons related to the theories to justify their purchases. In the end, Bloom's observation serves as a realization that all of our choices are simply human nature. Our psychology as humans leads us to appreciate luxury goods for multitudes of reasons but that does not make us inferior.