phn said:
When you buy a product you don't just by an item. You buy a symbol.
Yes, you are absolutely right. Don't underestimate the power of symbols. It's a very powerful factor in what we all do.
Here's one of the more extreme examples I can think of:
Did you know that in the United States the sports fans of a given city will pay up to tens of millions of dollars a year to a single man because he's good at hitting a ball with a stick? Let me repeat that again: the sports fans of a city will pay a man up to TENS OF MILLIONS OF DOLLARS a year because he's good at HITTING A BALL WITH A STICK and running from base to base.
Allegedly, a group of these athletes represents the city in question - they are a symbol of the city. But in reality maybe only one or two, if any, of the athletes have any allegiance to the city other than the fact they they are paid to represent it.
Now, you may ask, what possible utility can anyone possibly receive from a guy, whom you'll probably never meet or even speak to, hitting a ball with a stick that's worth paying him millions and millions of dollars for? When I pay over $100 for a ticket per person per game, does the guy's ball hitting prowess fix the broken muffler on my car, or put money into my child's college education fund? I don't think so.
But, perversely, supporting this symbol of my city may help me bond with my immediate community and make it stronger. It may possibly even help me bond with my kids and family if we all participate and go to the game together. Moreover, if the values of the team I root for reflect my own values, supporting them is an affirmation of myself.
Now, I think the price of baseball tickets is way too high, but a lot of folks are OK with it because it does bring them this sense of involvement and bonding. For them, it's all worth it. That's the power of the symbol.
Same with hi-fi. People find value in intangibles that go beyond just the physical makeup or, sometimes even, the performance of the gear. And some people are willing to pay more for a certain type of gear if it reflects their values in hi-fi.
For example, I've never found Bang and Olufson stuff to sound top notch. But a lot of design-conscious folks value the looks of B&O gear and would rather have that in the house over a much better sounding, but clunky looking and hot running, 300B SET amp, or a menacing and boxy solid state amp. Good for them. B&O is there for them. And while I wouldn't go that route, I respect their values and their choice.
So whether someone want to spend more for an amp than I would, I leave that up to them. Just so long as they don't get preachy about what they value and try to shove it in my face, I'm happy just to live and let live.
Best,
KT