LOVE SICK: UNLV researcher finds consumers are rejecting Valentine's Day materialism

[Bluebear]

People are sick of the ugly mess that Valentine's Day has become. They're sick of the consumerism, sick of the pressure to buy-buy-buy, sick of being told by the corporate masters of the universe that the only equation that matters is Cash = Love.

So says a UNLV researcher who's just published a paper on the topic. The study by marketing prof Angeline Close and a colleague from the University of Georgia spanned several years and featured hundreds of surveys, diaries and interviews. It was published in the February issue of the Journal of Business Research.

Close says excessive consumerism has spawned guilt, which forces people to buy stuff, which has led to a nasty backlash against retailers and the entire You Can Buy Love! industry.

"They feel it's taking advantage of people who are in love," she says.

What she means is this: Everybody knows V-Day is supposed to be about sunny smiles and glorious rainbows and fluffy puppy dogs, but it has somehow morphed into a buy-me-a-trinket-with-diamonds-on-it-and-I'll-love-you-forever day filled with pressure....

http://www.lvrj.com/news/39608237.html

[Veritas_et_Aequitas]

1. I think it's more of a general sickness of consumerism.

That will prove to be a double-edged sword.

[graywarrior]

2. Well, it's a toss up between a Valentine's gift and putting gas in the tank

[Solly Mack]

3. It does spawn guilt

Fortunately for me I handle guilt well. :)

[Horse with no Name]

5. Me too

:evilgrin::hi::hug:

[Solly Mack]

11. Hey!! lol

:hug:

[Horse with no Name]

4. People HAVE to stop buying into what they are selling

I am a strange woman in that I do not appreciate jewelry, candy, flowers, etc.
I find them a colossal waste of money.
If you want a way to MY heart, help me. Give me your time. Rake the leaves, do the dishes, pick up your own mess, etc.
THAT is what I appreciate.
Truth be told, I doubt that I am alone in my sentiments.
Everything is just SOOO commercial these days.

[Solly Mack]

9. I'm with you except for the flowers. :)

I love fresh flowers..and they're fairly inexpensive here. I can buy a dozen of roses for euro 2.50. Before moving here? No. No matter how much I love them... just too expensive.

[Siwsan]

6. I pretty much lowball all "Hallmark Holidays"

with the exception of Mother's Day. I'm one of those rebels, at work, who does not participate in "Boss's Day", or any other special day nonsense. Until they have a "National Peon Day", I'm hanging tough on the issue.

[AlCzervik]

7. Can i just say that Double butt pendant that Jane Seymour is hocking is just fugly?

Sorry Jane, the double pendant will not become a symbol of love, it will be a symbol of 2 posteriors.

[Siwsan]

8. Whew! I'm not the only one who sees that!

[Donnachaidh]

12. oh gods YES!

I thought the same thing aloud, and my kid actually rolled his eyes at me. It's UGLY, and if I see anyone wearing them I'll have to bite my tongue from saying anything. Total CRAP.

[Bluebear]

14. And the earrings look like fish hooks

[devilgrrl]

19. Jane Seymour is a tool - she's the ultimate in consumerist whoredom

:puke:

[Pharlo]

10. I think it's got more to do with the current economy than

they stipulated in the article. While this may be the first year the MSM has acknowledged an economic slow down, most have been feeling it 'the past couple of years' that this data was being tracked.

[Donnachaidh]

13. we've always waited till the next morning to buy the chocolate at half price

And even then only if we can find the good stuff. :evilgrin:

[CoffeeCat]

15. Don't get me started!

This recession is a good thing, because people have stopped marching out to the malls and the big-box stores,
every time their tee vee tells them it's time to spend some cash.

Now, that we don't have the money (or we're too scared to spend), we see how ridiculous it all is.

Valentine's Day is one colossal example of how materialistic and hyper-consumptive we've become.

First, the diamond commercials start. Because you really don't love her unless you give her expensive
jewelry in the middle of winter. Next, we've got the flowers. And look at the cards---it's $4-5 a pop
for a Hallmark Valentine's Day card!

Then, we have the other demographic---kids. You're a crappy parent that should have social serviced
called on you--if you don't give the kids their Valentine's teddy bears, Spongebob Valentine's candy
and Valentine's shirts to wear to their Valentine's party at school. AND you must buy expensive
Valentines's for the kids to exchange. And now, most of these Valentine's come with an empty space
where you can attach candy. So, please--all of you parents who LOVE their children--don't forget the
miniature Snickers and Hershey Kisses--with special Valentine's hearts on the packaging. You aren't
going to send JUST plain Valentine's to school with your kids, are you???

And also--Tollhouse makes Valentine's Day cookies. If you don't spend a day banking Valentine's
cookies with your kids, well---there's ANOTHER reason to file neglect charges. And you must bake
these cookies surrounded by Valentine's lights (heart shaped) with Valentine's window clings all over
the house.

That is all....until St. Patrick's Day rolls around, and it starts all over again!

[keroro gunsou]

18. hey!

hands off of MY day.

double whammy here: irish and named patrick. :evilgrin:

[earth mom]

16. Our family is having a practical Valentines Day here-as usual.

We bought books for each other and I got a small bunch of roses-which to me is wonderful indulgence in the middle of winter.

I loved getting those flowers and I'm trying not to feel guilty about it because I know I should have asked for bare root roses for the garden instead.

Most of all, I'm glad that I'm not a slave to what advertisers are trying to sell me!

I wouldn't be happy with cheap jewelry or teddy bears or any of the commercial crap that they're peddling.

If I want jewelry, I'd rather pick something vintage out myself at an antique shop, where finding that unique piece is like a great treasure hunt. O8)

[DesertRat]

17. I don't buy anything for Valentine's day

but I certainly enjoy the chocolates that my students bring me each year. :)

[marions ghost]

21. It's not all bad...

just way overdone.

When my dad was little he said got two presents for Xmas. That was it. Gifts at Christmas isn't so bad...it's just the EXCESS. I like hearts and flowers, but they don't have to be expensive. Jewelry is more for anniversaries and birthdays where I come from.

I'm not sure we can teach the commercial sector what WE want, tho.

:-(

[keroro gunsou]

20. the only time i ever enjoyed valentines day

was when i was an exchange student in japan. giri-choco* or not, i didn't need to bring or buy my lunch that day. though i brushed my teeth like 4 times that day. thankfully the school i went to was pretty small (only 800 total students) or i'd have died from sugar shock, heck the teacher that taught english for my grade level gave me one...

though white day (march 14th) was a real bitch. thankfully i was able to bake white chocolate and macadamia cookies the previous two nights and give them to just almost every girl in my grade level... there was no way in hell i was going to remember who did or didn't give me chocolate a month ago.

that's the way to celebrate it. one day for gifts, one day for reciprocation.... though leave it to madison avenue to market the shit out of that too....



* giri-choco = obligation/duty chocolate given to friends, coworkers, or classmates. no romantic baggage attached.