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By Paul Bloom

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Paul Bloom, the author of "The Lure of Luxury" argues that the appeal of luxury goods goes beyond just aesthetics and signaling. He explains, "I don't think any of this is mistaken. But it is seriously incomplete. There is further explanation for our love of such goods, which draws upon one of the most interesting ideas in the cognitive sciences: that humans are not primarily sensory creatures. Rather, we respond to what we believe are objects' deeper properties, including their histories" (Bloom 4). This goes as far as being part of our human psychology, specifically how we value certain objects based on their connection throughout history. He brings out a different viewpoint on luxury goods, he seeks to stand against the common perspective that luxury consumption is directed purely by social status or sensory pleasure, giving a much more rounded explanation based on people's perception of authenticity and the mental science behind all of this.

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Many brands create luxury goods in order to attract consumers because of their special craftsmanship, beauty, and great appeal. This drives many people due to the pleasure of wearing, touching, or even just interacting with these high-quality items. A cheap alternative cannot replicate the sensory experience that the quality of a luxury product does, whether it is an expensive cashmere suit or a 24k gold watch. Many consumers also seek badge importance. An authentic badge from a well-known brand also brings a sense of accomplishment for its aesthetic appeal. This could be in many things, cars are a great example of that. People value the badge of a Ferrari more than a Hyundai because of Ferrari's rich history and exclusivity.

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In the passage, Paul Bloom mentions, "The pleasure of these objects does feel immediate and sensual. But Postrel is too quick to dismiss Twitchell's claim about meaning. The shoppers know, after all, that they are stroking Armani suits. Would they react the same way if reaching into the discount rack at Marshall's offered the same sensory experience? Probably not. 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" (Bloom 5).

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This proves the idea, that when it comes to luxury brands or items customers like to go into high-end stores for them to have the ability to admire and feel the items before actually purchasing them. Thus highlighting the aesthetic attraction towards the items rather than pure status-seeking. Additionally, if beauty was the main reason for luxury appeal, then a cheap alternative should in theory bring out that same sensory experience. Yet, this rarely happens, due to consumers knowing in their mind what it is.

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Throughout time, luxury product consumption has been pushed by society to seek the desire and pleasure to showcase social status and success. This can go as back as royal families and kings, who were always covered with some of the most luxurious and rare pieces of the time. To stand out from the regular people, having the royal families higher in the pyramid ranking. According to many evolutionary psychologists and even economists spending lots of money on luxury is a way to showcase social signals. The higher the purchase or the more expensive an item is indicates a greater level of wealth, power, and exclusivity.

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Looking back at the passage, Paul Bloom's reference to, "Though we are often unaware of it and might angrily deny it, we are driven to accumulate ostentatious goods to impress others. Evolutionary psychologist Geoffrey Miller gives this theory an adaptationist twist, arguing that the hunger for these luxury goods is a modern expression of the evolved desire to signal attractive traits-such as intelligence, ambition, and power-to entice mates: Charles Darwin's sexual selection meets Veblen's conspicuous consumption" (Bloom 3).

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Looking at this theory, in our society high-end watches, designer clothes, and even expensive cars play a massive role in status markers. That can be seen in world leaders who have surrounded themselves with luxury or high-end items. This also often relates to professional workspaces to build and create good impressions on others. Signaling theory can be seen in countless luxury company's advertising, showcasing how their product can elevate their life.

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When an object holds a significant historical connection, people tend to value those objects with greater liking. The history of an object plays a big role in the object's uniqueness. This includes how the object was made, who gave it, and who owned it. An example would be original paintings from a famous artist, celebrity-owned objects, or even vintage items. All those things can lead to higher prices and value. Additionally, from personal experience that historical connection does bring great desire and want for that object. For me wanting to buy a car, specifically a Mercedes has always been part of my vision towards my adult life. My family value towards such cars then led me to do the same. And once getting the car, that connection and bond was a feeling was one you will never forget.

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In the passage, Paul Bloom mentions, "Thus the history of an object matters to the pleasure we get from it. And one intriguing sort of history concerns who has touched the object in the past. Consumers are more likely to buy something that has been touched or tried by a physically attractive person. Celebrities, in particular, posses the "touch" -one reason why people want objects that have had some contact with them" (Bloom 6).

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It is revealed that people have a greater connection to items that they own or specifically build personal attachment towards. This goes even further when those particular objects connect to historical events that may have impacted the person or people or famous individuals who may have had a relation to the item. The idea that an item may have came from a well-known figure brings out a physiological appreciation for its authenticity and uniqueness.