The Sum of Small Things: A Theory of the Aspirational Class

by Elizabeth Currid-Halkett

blacks and Hispanics spend more of their income on conspicuous consumption than whites within the same income and education groups. Charles speculates that this finding is a result of discrimination: These minority groups are under greater pressure to visibly display their social position than whites or Asians. By demonstrating that they own a nice car, dress well, and so forth, they are able to signal their class. For minority groups with a history of being discriminated against, conspicuous consumption becomes a means through which they can efficiently demonstrate their social and economic position before being pre-judged.10 This finding is almost the opposite of what has been observed of upper-class WASP culture: With an absence of any discrimination and oppression, this group has been able to comfortably downplay material goods, with the assumption that their social position will be assumed by the color of their skin.