This weeks’ lecture was on eBay; I found it very interesting. The part that I found of particular interest to me was how everyday people are becoming addicted to eBay and bidding/purchasing things that they do not originally have the desire or intent to buy.
EBay creates or as Denegri-Knott (2011) states it “ignites the desire. It can trigger dormant, unfulfilled wishes”. She says later that this can sometimes be related back to a toy that was wanted or was had as a child.
The next step that is mentioned is the acceleration of desire, and this is through three key things. Firstly is; quick acquisition of items. It is very easy and simple to find certain things on eBay. Secondly is the removal of moral consequences, and finally temporary ownership of digital virtual representations. E.g. the possibility of owning a pink stretch limo.
3rd stage of the cycle is re-igniting desire; which is the realisation that that there are new objects. E.g. Linda buying the Sindy house but then discovering there is a horse and swimming pool too.
The final stage of the cycle is exiting desire. Sometimes the desire can be fed quickly and then the desire can be fed quickly and then the desire is no longer there, however it also depends on the persons’ nature as to whether they will become addicted to the eBay world.
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