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Shakespeare


            The United States has faced a very significant economic growth after the World War II. At that time, war was finished, and the American soldiers were back to their homes. There were ready to make their future houses and start families. In other words, they started spending money in the market acquiring commodities and services rendered at that time. The country faced a population growth, -as they are refereed to baby boomers- production growth, and as a result an economic growth. Since then the spending attitude of the American individual was rising. Most of the producers have more than enough customers to buy their commodities in the market. The problem is, spending behavior is becoming worse. Who should we blame here? Is it the customers or the producers? To answer this question, I would like to examine the behaviors of consumers, and producers. Buyers in any society tend to spend more money on commodities that are necessary to life. However, the typical American consumer tends to be one of the highest spenders in the world. Most of the United States consumers save around 5% of his income where, on the other hand, Japanese; for example, have 15% or more of their income goes to their saving's accounts. One of the problems that could relate to the spending behavior of the Americans is peer pressure. For example, an individual who buys a product or acquires a service can influence his or her friends to do the same thing. Another problem is self-esteem. Sometimes, people claim that the find their identity by buying more. They follow this equation: BUY MORE = SELF-ESTEEM + IDENTITY. When an individual finds that he/she don't have a specific product, he or she feels that it is important to buy it even if it is not that important thing to have. It is just greed, and to feel that a person can buy a product because others have it. Greed can be better seen in children. Children feel happy when they have more of what they want.


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