Making a Habit of It: Positional Consumption, Conventional Action and the Standard of Living

Rising inequalities and high levels of consumption in many capitalist economies make understanding the relationship between stratification and consumption especially important at the turn of the 21st century. I propose that one way to advance this research is to build on work in the tradition of Thorstein Veblen’s theory of conspicuous consumption. This scholarship is often disparaged as positing an overly rational and manipulative consumer actor. I argue instead that the positional consumption literature in the Veblenian tradition offers a more complex view of the consumer actor than typically recognized and in particular allows an important role for habit, routine, and convention in consumer behavior. I identify three major arguments about the influence of habit on positional consumption from work in the Veblenian lineage. I conclude that incorporating this more complex view of emulative consumption produces more satisfying theoretical propositions about the dynamic relationship between consumption levels, the standard of living, and structures of inequality than typically addressed in research on stratification and consumption.