People need for consumerism is due to the fact that goods hold symbolic power. These objects are used as form of expression of social status, individuality and uniqueness of an individual. Yet at the same time purchasing of these goods elicit pleasurable emotions.

Theory of leisure class: Thorstein Veblen (1857-1929)

Everyday objects loses their functional qualities and become instead objects of display. Hence it becomes a sign of social status with sociocultural significance.

Simmel ( 1904)

Simmel shows that the fashion trend of symbolism was of bigger significance than its utilitarian  functions. With the increase propensity to spend, the demand of consumer goods has hence been inflated- the trickledown effect. The suburban and metropolis lifestyle brought problems in individuality and anonymity, hence goods were used to present different styles and preference- individuality.

 Campbell (1987)

Campbell theory emphasis on the theory of pleasurable sensations that is derived from the possession of material goods. However because of the increasing affluence which increases our ability to purchase more goods, the ability of such sensations are often unsustainable. In order to continuously get these sensations, people purchase more goods and services. As a result, marketers exploit this link by associating symbolism to different objects to create illusory desires and novelty.