Competitive Consumption
In The You On AI Field Guide
The critical shift Schor identified was a change in reference groups. In the 1950s and 1960s, household consumption was anchored by neighborhood comparison — keeping up with the Joneses, where the Joneses lived on the same street and earned roughly comparable incomes. Television and the rise of mass-market aspirational media progressively displaced neighborhood comparison with media-based comparison, anchoring consumption standards to lifestyles that were not actually achievable at the consumer's income level. The result was chronic aspirational dissatisfaction — the feeling of not having enough — regardless of the absolute level of consumption.
In the AI era, competitive consumption has migrated from household goods into production tools. Knowledge workers compare their AI-augmented output not to their local peers but to the most visible examples of AI-enabled achievement they encounter on social media — the developer who shipped a complete product in a weekend, the designer who generated a hundred variations in an hour. The comparison is always upward, toward the most extreme examples of productive intensity, and the response is always escalation: more sophisticated tools, more training, more hours to master new capabilities, more visible productivity to match the shifting reference point.
The mechanism is particularly powerful because it operates through algorithmic selection. Social media platforms surface the most extreme examples of productive achievement because such content generates engagement; the algorithmic feed therefore constitutes an upward reference group that is systematically biased toward unsustainable performance. A professional who spends an hour a day on LinkedIn or X is marinating in curated exemplars of productive intensity that represent the top fraction of a percent of outcomes, presented as the representative standard.
Competitive consumption connects Schor's consumption analysis to her overwork analysis through a specific causal chain: upward comparison drives aspirational spending, aspirational spending requires income, income requires hours, hours preclude the rest and leisure that might otherwise provide non-competitive sources of satisfaction. The cycle is self-reinforcing because each element supports the others, and breaking any single element requires institutional change that individual consumer choice cannot produce.
Origin
Schor developed the framework most fully in The Overspent American (1998), where she documented the shift from neighborhood to media-based reference groups using consumer survey data and time-use research.
The framework draws on Veblen's theory of conspicuous consumption, James Duesenberry's relative income hypothesis, and Robert Frank's work on positional externalities, but Schor's empirical contribution was to document the specific shift in American reference groups during the late twentieth century.
Key Ideas
Upward reference groups. Consumption is anchored not by neighbors but by media-visible lifestyles several income brackets above the consumer.
Aspirational dissatisfaction. The gap between actual income and aspirational consumption produces chronic felt inadequacy regardless of absolute material standard.
Algorithmic amplification. Social media platforms structurally bias reference groups upward by surfacing extreme exemplars through engagement optimization.
Migration to production. In the AI era, competitive consumption has extended into production tools and productive intensity, driving the same dynamics in a new domain.
Self-reinforcing structure. The cycle cannot be broken by individual frugality because reference points continue rising and institutional mechanisms do not alter.
Debates & Critiques
Behavioral economists have largely confirmed Schor's empirical findings while debating the causal weight of competitive consumption relative to other drivers of household spending. Some critics argue that Schor overstates the intentionality of consumer choices — that much consumption is habitual or institutional rather than competitive — while others note that the shift to media-based reference groups has accelerated since her 1998 documentation and now operates at speeds that make the competitive dynamic even more powerful than she originally described.
Further Reading
- Juliet B. Schor, The Overspent American (Basic Books, 1998).
- Robert H. Frank, Luxury Fever (Princeton, 1999).
- Thorstein Veblen, The Theory of the Leisure Class (1899).
- James S. Duesenberry, Income, Saving, and the Theory of Consumer Behavior (Harvard, 1949).