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According to cultural writer: Virginia Postrel, people want to own luxury items because they are simply aesthetically pleasing and beautiful.

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Paul Bloom argues that people buy luxury items because of the history the object holds. According to Bloom, "...this focus on history is universal and it emerges early in development. It arises because of the importance we give to the deeper nature of things, what they are made of, where they come from." (Bloom 8). When we own something that holds a significant narrative behind it, we put more value on it, compared to an "everyday" item that does not retain a sentiment.

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Claim 2 (tied with signaling theory/ Geoffrey Miller)

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Claim 2 (tied with signaling theory/ Geoffrey Miller)

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According to Miller as well as referencing the signal theory, an object has the potential to signal power and status to those around us.

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Evidence 1 + citation: (secondary source)

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Evidence 1 + citation: (secondary source)

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Postrel believes consumers are immediately attracted to an item: "because of the pleasure we get from looking at and interacting with high-quality products—and there is nothing wrong with this." (Bloom 2). It is human nature to be attracted to things that look "'aesthetically appealing, because they are, in a word, beautiful"' (Bloom 5). Although her claim is vague and simple, it can be true and applied to the overall theory of why people find pleasure in owning luxury items.

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Evidence 2 + citation: (secondary source)

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Evidence 2 + citation: (secondary source)

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Although it is unclear throughout the text what Miller's position is when it comes to signaling theory, Bloom says: "We like to signal to ourselves, to look at our wrists and know that we are big shots" (Bloom 5). We may not always want to signal to other people. Instead, we might just want to remind ourselves of the valuable things we have and can afford. It may not necessarily make people think someone is "smarter" or "more noble", it could be interpreted as being better off financially.

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Bloom uses a secondary source such as Richard Lanyard's findings to support his claim on how a luxury item can potentially show where we stand financially; "Economist Richard Layard argues that contemporary research—the 'new science of happiness'—shows that our happiness is exquisitely sensitive to relative status. If my neighbor owns a fancy car and I want one but don’t have one, this will make her happy and me sad." (Bloom 9). Unlike, the signaling theory, Lanyard believes that the power of a luxury item can be as powerful as being capable of making us happier.

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Using a secondary source, Bloom refers to Princeton Graduate, Virginia Postel who dug deeper into why people find pleasure in luxury items; "' People pet Armani clothes because the fabrics feel so good. Those clothes attract us as visual, tactile creatures, not because they are ‘rich in meaning’ but because they are rich in pleasure."' (Bloom 5). Many people, simply want to own luxury items for the aesthetic and for how beautiful they are, not necessarily to show off.

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Something very noticeable in Bloom's text is his dismissive tone towards "the individual." He is constantly referring to society and the role it plays when it comes to putting values in items, but Bloom fails to talk more in-depth about the reasons why an individual may feel the need to own a luxury item. Bloom does not take into consideration the fact that a person may want to possess something of value for sentimental meaning or family value. He only speaks about "sensual feelings", which comes off as cold-shoulder.

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On page 9, Bloom makes a lot of references to "happiness", but these connections talk more about the happiness we get from owning things of value. Bloom's tone in this part of the text is materialistic. He fails to mention that happiness is subjective and not all happiness comes from owning a certain luxury item for that matter. He constantly talks about known brands, and how much people are willing to pay for bags and watches. Bloom forgets that what is valuable to someone may not be worth a lot at a store, but to that person, it may signify a whole sentiment that for some people is more special than a Prada bag.

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Throughout his essay, Bloom tends to reference and repeat words like happiness, luxury, pleasure, status, and signaling. According to Virginia Postrel (Princeton University Graduate), "' She wants these luxuries because they are aesthetically appealing, because they are, in a word, beautiful"' (Bloom 5). The terms used here, create a logical yet somewhat scornful since they make the reader consider the role materialistic objects play not so much in our individual lives but in society itself.