“One Product, Endless Perceptions: What Shapes How We See It”

Luxury, Necessity or Memory? The Subjective Dimension of Products

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Introduction

The perception of a product is never objective. It depends on social, cultural, and personal parameters that shape the way individuals assign meaning to consumer goods. According to Pierre Bourdieu (1984), consumption functions as a means of social distinction, while Hofstede’s (2001) cultural dimensions show that values and symbols vary depending on the cultural context.

Culture

Culture influences preferences, communication codes, and the values associated with products. A bottle of wine, for instance, symbolizes hospitality in Mediterranean countries, while it may be regarded simply as a consumer good in other societies. Hofstede’s theory explains that the value we assign to products depends on whether a society is more collectivist or individualist.

Gender

Product consumption is shaped by socially constructed gender roles. Judith Butler (1990) argues that gender is culturally produced, which is reflected in the distinction between “male” and “female” products. A woody fragrance may be perceived as “masculine” in the West, while elsewhere it may be considered neutral.

Age

Age is linked to different phases of consumption. Younger generations emphasize identity and social image (Erikson, 1968), while older individuals interpret consumption in terms of stability and experience. A smartphone may represent self-expression for a teenager but serve primarily as a communication tool for an elderly person.

Social Class

Bourdieu’s theory of “habitus” demonstrates that social class determines tastes and consumer practices. A designer outfit may symbolize upward mobility for the middle class, but be part of everyday life for the upper class.

Experiences

Personal experiences uniquely charge products with meaning. According to symbolic interactionism (Mead, 1934), objects acquire significance through social interactions. A fragrance may evoke childhood memories, a toy may symbolize lost innocence, and a dish may represent homeland.

Conclusion

The perception of a product is a complex phenomenon where cultural values, social categories, and personal experiences intersect. Understanding this complexity is key not only for sociology and psychology but also for marketing and design.

Ultimately, products are not just objects of consumption; they are carriers of meaning.