Erich Fromm

Publisher: Continuum Impacts (2005)

Perhaps the most striking example of today's consumer-buying phenomenon is the private automobile. Our age deserves to be dubbed 'the age of the automobile,' four whole economy has been built around automobile production, and our whole life is greatly determined by the rise and fall of the consumer market for cars.\n\n 'To those who have one, their car seems like a vital necessity; to those who do not yet own one, especially people in the so-called socialist states, a car is a symbol of joy. Apparently, however, affection for one's car is not deep and abiding, but a love affair of somewhat short duration, for owners change their cars frequently; after two years, even after just one, an auto owner tires of the 'old car' and starts shopping around for a 'good deal' on a new vehicle. From shopping around to purchase, the whole transaction seems to be a game in which even trickery is sometimes a prime element, and the 'good deal' is enjoyed as much as, if not more than, the ultimate prize: that brand-new model in the driveway.\n\n 'Several factors must be taken into account in order to solve the puzzle of the seemingly flagrant contradiction between the owners' property relationship to their automobiles and their so-short-lived interest in them. First, there is the element of depersonalization in the owner's relationship to the car; the car is not a concrete object that its owner is fond of, but a status symbol, an extension of power - an ego builder; having acquired a car, the owner has actually acquired a new piece of ego. A second factor is that buying a new car every two years instead of, say, every six increases the buyer's thril of acquisition; the act of making the new car one's own is a kind of defloration - it enhances one's sense of control, and the more often it happens, the more thrilled one is. The third factor is that frequent car buying means frequent opportunities to 'make a deal' - to make a profit by the exchange - a satisfaction deeply rooted in men and women today. The fourth factor is one of great importance: the need to experience new stimuli, because the old stimuli are flat and exhausted after but a short while. In an earlier discussion of stimuli, I differentiated between 'activating' and 'passivating' stimuli and suggested the following formulation: 'the more 'passivating' a stimulus is, the more frequently it must be changed in tensity and/or in kind; the more 'activating' it is, the longer it retains its stimulating quality and the less necessary is change in intensity and content.' The fifth and most important factor lies in the change in social character that has occurred during the past century and a half, i.e., from the 'hoarding' to the 'marketing' character. While the change does not do away with the having orientation, it does modify it considerably.