Becoming Ordinary: A Double-Take on Habituation

One of the reasons we buy new things is that we become bored with what we have. The object that at one time was novel transitions to mundane. On successive occasions of having a particular experience, Gilbert writes, "we quickly begin to adapt to it, and the experience yields less pleasure each time. Psychologists call this habituation, economists call it declining marginal utility." He suggests there are two mechanisms to counteract habituation - variety and time, although variety isn't necessary if there is sufficient time separating experiences.

Although Gilbert doesn't make the connection explicitly, presentism, or the tendency for current experience to influence one's views of the past and the future, also seems to play a role in stimulating purchases. Upon an initial novel experience with an object, we assume we will continue to have the same positive feelings for long after we purchase it - forgetting to take habituation into account. Gilbert does propose that comparisons have a similar effect. When considering the purchase of a new item, we compare it to our current, habituated, mundane possession - rendering the new, novel and/or the current, outdated. However, we fail to consider that after purchase and the discarding of the old, the delight produced by that initial contrast is gone. Styling, and perceived obsolescence, takes advantage of this phenomenon to persuade essentially unnecessary upgrade purchases.

Gilbert's theories don't sufficiently explain the existence of favorite, long-standing, frequently used possessions, as he doesn't account for contained memory, attachment, and meaning in objects. However, Michael Pollan, in Omnivore's Dilemma, proposes a framework for eating that transfers well to objects. (One of many concepts in this book that translates smoothly into material culture.) He suggests humans' "innate neophilia - the pleasure of variety, and neophobia - the comfort of the familiar," motivate the contradictory inclinations for the new and the known. We sometimes seek the excitement of novel experiences and stimulations and other times prefer the safe reassurance of the familiar.

What is Wear?

A friend just told me about his father's truck. It has over 300,000 miles on it and a couple interesting wear marks on the interior from being used so much. The edge of the driver's side seat is rubbed bare from getting into the tall vehicle. Also, the middle section of the front bucket seat shows wear from the driver's arm resting there. These examples remind me that wear isn't just a recording of the object's life, but often is direct evidence of people's use, behavior, and interaction.

Manufacturing Desire and Shaping Identity

I believe brands provide information to consumers and attempt to manufacture desire within them. Consumers choose, through purchase and use, to incorporate the associations, connotations, feelings, and status that they believe is conveyed by a brand within their own identity. Consumers use objects and possessions to communicate who they are to others and form their own self-image.

Personally, I am typically reluctant to own items that loudly advertise themselves, like a t-shirt with a massive Nike swoosh or glasses with a bold D&G on the temple. I sometimes remove labels that are visible even if I like the company, like the Coal winter hat I have. Most of the things I own are quiet self-advertisers, however, there are a few items that I don't mind having their logo showing, probably because I relate strongly to the company and product. For example, my Freitag bag and Sigg bottle both have branding visible, although relatively subtle, on their exterior. I imagine these brands closely align with who I think I am and how I want others to view me.

Raw Denim Values

The values that I identify with in raw denim:

Durability - These jeans are meant to last years - even with everyday use. The seeking of wear, only acquired through extended, repeated use encourages keeping and using them for a long time.

Conservation - Energy required to wash and sand most jeans isn't wasted. These are processes that attempt to create the illusion of long-term wear, but greatly decrease the lifespan of the product.

Authenticity - The wear marks of raw denim are legitimate, 'earned' evidence of commitment to an object and a process.

Individuality - Because the denim isn't pre-washed or pre-worn, the jeans break in and conform to the owner's body - permanently making them uniquely theirs.

History - The jeans become a record of the events and objects in one's life, with physical evidence of the bike crash, spray paint can explosion, or cell phone.

Relationship Cycles

There is a common path that a relationship with an object can take - markedly similar to relationships with people. First, we see, covet, or desire - the crush. Then we research, read reviews, and shop around - flirting and initial dates. Next comes purchase - committed serious dating, but still very much in the honeymoon phase. Adaptation and possibly the onset of mundanity - marriage. As many marriages end in divorce, an object relationship is fairly likely to end with disposal, or at least an extended separation in the closet or basement, while a new object takes its place. Fairly rare is the reconnection or revitalization of the relationship.

Multifunctionality vs. Particularity

While working on the Danese project this semester, we've been thinking a lot about combining functions and breaking out of typologies by focusing on behavior. However, targeting one very specific behavior and function is also intriguing. The philosophy of Unix software development is "Do one thing, and do it well." A great example of this in objects is Tomas Gabzdil Libertiny's Writing Table No. 3.

The top of the large wood frame table is made of thousands of strips of paper that form a forgiving surface designed solely for writing. Other behaviors, like eating, are implicitly discouraged because of the pristine, white, uncleanable material. Another interesting aspect of this project is the way in which objects can communicate their intended use.

Particularity is a refreshing approach compared to today's ubiquity of feature creep and multifunction.