The Psychological Processes and Consequences of Playing the Role of Producer versus Consumer

Abstract

In advanced capitalist societies, it is necessary for people to play the role of producer and consumer. That is, whether they like doing it or not, many people spend much time and energy each day directly or indirectly producing commodities (e.g., goods, services) for sale as producers (workers), and purchasing and using up commodities produced by others (e.g., workers, companies) as consumers. We propose that these two economic roles, the backbone of the capitalist economy, embody distinct logics and orientations, and thus prescribe different mindsets and behaviors for the participating agent. Drawing on research from various fields, including management, marketing, sociology, and psychology, we suggest that production is extrinsic-oriented (focused on pleasing others) and embraces “ethic of labor” (e.g., perseverance, duties), whereas consumption is intrinsic-oriented (focused on pleasing self) and embraces “aesthetic of play” (e.g., self-indulgence, comfort) (Baudrillard, 1975; Humphreys & Grayson, 2008). We then consider how these different logics and orientations might relate to and shape people’s attitudes and behaviors in domains of social power, motivation, well-being, social identity, and self-construal. Finally, we explore the implications of this framework for the study of justice. By exploring the psychological processes and consequences of people playing the role of producer versus consumer, the present paper seeks to extend the existing work that has paid relatively little attention to the psychological aspects of the two economic roles. More generally, by exploring this relatively understudied topic, the present paper aims to serve as a guidepost for future research.