An Uptrend: Cognitively Evaluation of Inconspicuous Consumption Phenomenon

Abstract

According to Brooks, for not appearing of materialistic person or masses, according to Davis for differantiating themselves from nouveau-riches, wealthy people and educated elites prefer the less visible goods. ?t is a kind of upper class communication by preferring the good without logo which is differantiating themselves from low social strate said by Bourdieu. Many luxury brands who are aware of inconspicuous consumption tendency hide their logos. For example; Louis Vuitton put a vague letter ?V? in goods? designs instead of visible and easily recognized logo. Inconspicuous consumption which has conspicuous purpose in basic is overthrowing the conspicous sonsumption that means negative emulation. The aim of this stduy is to explain the inconspicuous consumption concept which is quite new concept with other concepts that is linked to inconspicuous consumption. With this aim, inconspicuous consumption concept have analyzed and discussed at philosophical ground with consumer behavior, identity and status concepts are in cause-effect relationship with inconspicous consumption. In this descriptive study mean exploring what are the causes underlying the concept and the associated concepts, datas from available documents are analysed in depth.