Moonsub Jung

Tyson Riskas
BUS-1050
April 28th, 2021

Personal Renaissance(The Dependence Effect)

We spend a lot of money in our lives. The clothes we wear, the food we eat, and the

electricity and water we use at home are also a kind of consumption. If we think about

our lives 30 years and 40 years ago, we live well enough now. But we are not satisfied

here. What's the matter.

We can live a stable and prosperous life enough, but why do we want to spend

something higher and more expensive? Is this bad behavior? I have a different opinion.

"ours is a society in which one of the principal social goals is a higher standard of

living," says Professor Duesenberry, a leading contemporary theorist of consumer

behavior. We are not satisfied with the present, and we continue to crave and desire for

something better.

As above, we want a higher life. But this is not a wrong move. People say greed is not a

good thing, but greed and desire are not bad things. After reading about the

dependency effect, I changed my mind that greed and desire are at the heart of

business and life.

It makes us want something better and not satisfied with the consumer goods we have.

To attract customers, they develop them, add new functions, and advertise them anew.

People then look at the ads and start consuming the product, and the manufacturer

prepares and produces the following product. So the dependency effect grows the

production process itself.

So I think this is important in the business world. It forms an object of desire that has

never existed before and sells it to consumers.

Here is one example, It is Apple's 2005 ad.

They agonized that their Mac Computer. It had high customer satisfaction but was

losing sales and market share. Because people already were using Windows from

Microsoft, computers sold by other companies.

So they stimulated their desire to make consumers buy their products. It's just an ad.

They compared ordinary PCs with their Mac computers in advertising to stimulate their

dependence or desire, which was a huge success. In the three months since the ad,

Mac's market share has increased by 11%, and sales have increased by 36% over the

year.
It is an excellent example of how important it is to shape people's needs. Like this, I

think it became the focus of the business. We don't need to buy new products because

we have enough products now. But companies shape our needs, making us consume

our products incessantly.

If production is to increase, the wants must be effectively contrived, it applies in real life.

While attending school, I sometimes wonder why I have to learn certain subjects.

Here I use the dependency effects I've learned on myself. To increase my own life,

future output, I have to consume myself and create demand constantly.

I need to increase the demand for knowledge and increase production for that demand.

Thinking about my future, I created the values that allow me to learn to develop myself

constantly while desiring higher standards of life.

I can change myself by relying on my desires through advertisements and propaganda

called "My Future" for me.