Pragmatic Consumer

Beauty that can be sold, there is one major tool to add virtual value. In other words, giving the product an aesthetically correct properties, the manufacturer has good reason to get an extra margin of segment of the aesthetes. And since in this case, the shortest path to beauty is a talent designer, aesthetics is not much heavier cost of manufacturing the product. Thus, a focus on the interests of a segment of aesthetes manufacturer promises fatty advantages in financial terms. Pragmatists are cut differently.

These people reject the emphasis on the form of the object, focusing entirely on content. Any external pleasures and excesses in the commodity meant for them only reason to pay extra money for something they are totally unprepared. In his pragmatic consumer behavior reminiscent of ascetics, which were discussed above. But ascetics limit consumption for ideological reasons, but Pragmatists do not try to deprive yourself of something, but do not accept cash 'shells' in the form of design, image, brand stories, and other virtual assets. As penance, pragmatism may have forced the foundation.

The aesthetic advantages usually expressed in a tangible addition to the price of goods and people with modest means seek to avoid overpayment. In other circumstances, those same consumers would be happy to buy more nice things, they have no fundamental grounds for rejection of aesthetics. These people should not be attributed to the category of pragmatics as a positive change in the level of income may be excluded from the segment.