What Is Brand Loyalty?
Brand Loyalty is the tendency of some consumers to continue buying the same brand of goods rather than competing brands. Maybe due to the comfort-ability with the brand style developed over time or other much complicated reasons to be discussed later in this article.
What Is Status Consciousness?
Status consciousness is a sense of being aware of or (excessively) interested in one’s social status. It can be assumed as a good thing but if dependent upon fake self-created standards it may prove to be drastically damaging for one’s personality and can harm the society as a whole.
How Is The Tech World Related To Excessive Status Consciousness?
Whether it be a family or a friends get together we always tend to get into a debate over Apple or Android? Samsung or Huawei? Brand X or Brand Z? Both the sides are well supported with reasons to look for and aspects to fall for. However the real question is that is it worth it? Is there a third-party benefiting from these sort of debates? after all it seems to be an unpaid brand advertisement. In result to this day-to-day hustle among the two the society has adapted itself to form certain status symbols and brand names to prove their social status.
Let us not get into the debate of Apple Vs Android as it’ll open room for more debate rather let us see Apple vs Apple to see the blind followers being fooled by the companies just because they are meant to be a social symbol of modernity and status.
Let Us Compare iPhone X and iPhone XS Max:
Take for instance the iPhone X and iPhone XS max both introduced in the year 2018-2019 one after another by the Apple Company.A brief comparison between the two and their prices are listed below.
|Specifications||iPhone XS Max||iPhone X|
|iOS||iOS 12||iOS 12|
|Display||6.5in Super Retina Display (2688×1242, 458ppi) OLED||5.8in Super Retina Display (2436×1125, 458ppi) OLED|
|Processor||A12 Bionic||A11 Bionic|
|Rear camera||12Mp wide-angle, f/1.8, OIS + 12Mp telephoto, f/2.4, OIS, optical zoom, 10x digital zoom, Portrait Lighting, Portrait Mode, quad-LED flash||12Mp wide-angle, f/1.8, OIS + 12Mp telephoto, f/2.4, OIS, optical zoom, 10x digital zoom, Portrait Lighting, Portrait Mode, quad-LED flash|
|Front camera||7Mp FaceTime HD, f/2.2, 1080p video||7Mp FaceTime HD, f/2.2, 1080p video|
|Dimensions||157.5mm x 77.4mm x 7.7mm||143.6mm x 70.9mm x 7.7mm|
|Price||Rs. 237,000/-||Rs. 175,000/-|
The only additions made have been highlighted. The question is that is it worth paying an additional Rs.62,000 for the above mentioned changes?
Of course NOT!
But think about the reputation it bought to some extreme socially conscious people who felt privileged to hold the most expensive phone launched by the Apple company. The sense of satisfaction it brought to them was enough to push them to purchase it. This makes it clear that due to the social recognition Apple has achieved enables them to launch whatever they wish to and charge with whatever price they want to and their consumers will go for it no matter what.
But what if one fails to keep up with the current social trend and is unable to afford the all praised luxury of the time,Well this then leads to tension and social anxiety. iPhone is just a single example there are loads of fake,self-created status symbols which have become the cause of social anxiety,self obsession, depression and low moral in our society. whether it be a Mercedes or a BMW or anything expensive and trending. It feels as if the consumer no longer purchases something only focusing the efficient use but what it will tell the world about their social and financial status.
The Never Ending Cycle
The consumer feels the temporary satisfaction the luxury brought along until the next is introduced and those unable to purchase feel a bit more little of themselves. And sadly this process never ends as the progression of our world. The rich cover it up under the label of Brand Loyalty and the less privileged show their lack of interest but some how both deep inside face the effects of extreme status consciousness.And this is what makes them feel the hollowness within.This is just one of the Dark sides of technology.
Technology sure is a luxury worth possessing contributing in a lot of good happening to our society such as Women Empowerment but making it a symbol to justify your character and strength is just not the thing.If you can afford it chose wisely and keep a critical approach towards it rather than blind following and if you cannot know that it is not a necessity without which the survival is difficult.You are You whether with or without the extra perks of life and no material has the potential to define you!