Argument Map by Paula Posso

Central Thesis

pp1043 — 2025-02-16 04:23:08 UTC

In The Lure of Luxury by Paul Bloom, the author argues that our desire for luxury products has profound roots, specifically in aesthetics and signaling, and is not only a matter of comfort or material power. He claims that rather than wanting luxury items that are essentially useful, people desire them because they are perceived as uncommon, authentic, and rooted in tradition. As a result, luxury spending becomes embedded in human beings. This need for luxury is an adaption meant to convey social identity and status. "There is a 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. Sensory properties are relevant and so is signaling, but the pleasure we get from the right sort of history explains much of the lure of luxury items-and of more mundane consumer items as well" (Bloom 4). Bloom expresses that not only are the purchases important for what they may show or what they may identify our status as, but they are also important for where they come from and the history behind the high priced goods which appears to be highly ignored by the consumer making the theories incomplete.

Aesthetics

pp1043 — 2025-02-17 01:17:59 UTC

According to Bloom's aesthetic theory, beauty is more than just physical characteristics. In the Lure of Luxury, Bloom states that, "We want these things because of the pleasure we get from looking at and interacting with high-quality products-and there is nothing wrong with this" (Bloom 2). Through this, Bloom is able to explain that people receive sensory pleasure by coming in contact with high-priced goods. When a product is expensive, an individual may automatically think it's aesthetically pleasing to the eye just because of its price. Therefore, a consumer would be more likely to purchase an overly expensive item because even just the price tag itself appeals to one's senses before the physical appearance does.

Signaling Theory

pp1043 — 2025-02-17 02:00:15 UTC

By demonstrating that luxury products serve as signals rather than just being comfortable or useful items, Bloom's argument strengthens the signaling theory. The act of heavy consumption occurs when people purchase luxury products for the attention of others as well as for their own pleasure.
Bloom believes that we like luxury because we are aware that people will notice and appreciate our expensive belongings. "A defender of the signaling theory might say that we don't just want to signal; we want to signal honestly. Or perhaps-though this stretches the signaling theory quite a bit- we like to signal to ourselves, to look at our wrists and know that we are big shots" (Bloom 5). Bloom extends this concept to people, describing how luxury and expensive items are used as indicators of social standing and financial status not just for others, but to feel good ourselves as well when it comes to knowing where we are with money.

Bloom's Third Theory: History

pp1043 — 2025-02-17 03:54:57 UTC

In addition to the aesthetics and signaling theories, the historical theory is also introduced in The Lure of Luxury. Through this theory, Bloom magnifies that when luxury has a significant history or origin, people value it more, supporting the notion that our perception of luxury is anchored in social and historical circumstances. "Consumers are more likely to buy something that has been touched or tried on by a physically attractive person" (Bloom 6). In this, Bloom clarifies that, even in cases when there is no visible distinction, people prefer having possession over objects with genuine historical origins. Through demonstrating that luxury products are prized for their origin and history as an addition to their material value, Bloom emphasizes upon the historical theory. For example, an individual may want to buy a specific rolex because their favorite artist may have wore it or someone may want to purchase a specific painting because it was painted by Van Gogh. This third theory shows that there are various factors that shape our desire to luxury.

Connections/Disconnections

pp1043 — 2025-02-17 04:06:34 UTC

As Bloom discusses all three theories in his essay, he succesfully makes a connection between how they all relate to and work with each other. While doing so, he demonstrates that there is more to luxury goods other than just the price. "Rather, we respond to what we believe are objects' deeper properties, including their histories. Sensory properties are relevant and so is signaling, but the pleasure we get from the right sort of history explains much of the lure of luxury items-and of more mundane consumer items as well" (Bloom 4). There's history behind the product purchased, as there is its own beauty and the social significance. The aesthetics theory is what allows for the product to appear as beautiful to the eye and the signaling theory allows there to be room for the item to give out an idea of where an individual may be at financially to others. The historical theory is the item's past which gives the luxurious good its value, shows how important it is, and why it is so expensive.