Concept of Conspicuous Consumption on the Example of Dreiser’s Novel

Julia Hurstwood’s Conspicuous Consumption

Julia Hurstwood in Sister Carrie illustrates Veblen’s concept of conspicuous consumption by requiring the best and highest-quality goods, constantly demanding and wanting new things, and primarily maintaining her social status and relationships through money and the consumption of goods.

Julia Hurstwood is George Hurstwood’s wife. Despite being in a union that signifies their love for each other, Mrs. Hurstwood does not appear to see Mr. Hurstwood as anything other than a way to buy things and get money. Mr. Hurstwood was an important and popular man in Chicago with his job at the local saloon, and this also elevated his wife, who expected both her and her kids to have the nicest things available to them. The Theory of the Leisure Class by Thorstein Veblen calls this behavior conspicuous consumption, stating that “the consumption of these more excellent goods is an evidence of wealth… failure to consume in due quantity and quality becomes a mark of inferiority and demerit” (Veblen 74). Even if someone does not want or need a particular good, he is expected to consume on-par with those around him in order to maintain his social status. During a conversation with her husband, Mrs. Hurstwood expresses that she would like a season ticket to the horse races. She also mentions that “one of her neighbors, Mr. and Mrs. Ramsey, who were possessors of money… had done so” (Dreiser 98). Mrs. Hurstwood knows that a season ticket to the races is a prestigious and expensive good; if Mr. and Mrs. Ramsey were to have a ticket while she did not, it would display her inferiority. Of course, the Hurstwood family is wealthy, but if they are not able to afford a season ticket to the races, then everyone in the Hurstwood’s social circle will view the Hurstwoods as inferior to the Ramseys for being unable to afford a season ticket, regardless of whether they have the money to do so.

Mrs. Hurstwood has little regard for her husband’s feelings or how much money she demands he spend. Whether it is for herself or her kids, Mrs. Hurstwood is almost constantly asking Mr. Hurstwood for money or things. Mrs. Hurstwood would often ask her husband for new apparel for either herself or their daughter. Jessica, at the time, began going out and trying to find a rich man to marry. For this, she and her mother agreed that a new dress was necessary. She told Hurstwood “Jessica must have a new dress this month” (Dreiser 63). Hurstwood had recently purchased a dress for Jessica, though, and when he asked Mrs. Hurstwood why Jessica needed a new dress, she responded with “that was just something for evening wear” (Dreiser 63). This need to purchase apparel and appear high-class is a system to maintain their rank in their social circle. Veblen discusses this system and this need to consume, stating “…the members of each stratum accept as their ideal of decency the scheme of life in vogue in the next higher stratum…” (Veblen 84). The lower class see middle-class fashion as the standard, while the middle class see upper-class fashion as the standard. Julia Hurstwood demands that Jessica needs this dress because if Jessica does not have it, she will appear as if she belongs to a lower class. Not only is it in Jessica’s best interest to avoid being seen wearing the same dress all the time, but she also wants to look as fashionable as possible, and she needs to conform to the fashion standards that the class above her has established; this means she needs an array of clothing to suit any possible occasion, and possession of this array would exemplify her wealth through her consumption.

After years of a marriage that is hemorrhaging passion and becoming depleted of almost every bit of love and feeling, Mrs. Hurstwood seems almost excited to learn that her husband had been cheating on her with another woman. During their argument, Mr. Hurstwood tells Mrs. Hurstwood that she’s lying and accuses her of looking for an excuse to gain control over him. He follows this by saying “you or anyone else won’t dictate to me” (Dreiser 152). To this, Mrs. Hurstwood replies with “I’m not dictating to you, I’m telling you what I want” (Dreiser 152). Mrs. Hurstwood sees Mr. Hurstwood’s cheating as a means to an end, with the end being the freedom to spend as much of his money as she pleases on whatever she wants, and she can use that money to look as wealthy as she would like. Veblen says that “conspicuous consumption of valuable goods is a means of reputability to the gentleman of leisure” (Veblen 75). With Mr. Hurstwood’s money and full control over their finances, Mrs. Hurstwood will be able to consume more than ever. She will not only be able to reach the standards set by her peers and those above her socially, but also exceed them and possibly consume at a level that now sets a new standard.

Thorstein Veblen’s concept of conspicuous consumption is extremely prevalent in Sister Carrie, and Julia Hurstwood embodies this concept throughout the book by demanding that she have the most luxurious and highest-quality goods, desiring new things constantly, and maintaining her social status by consuming and spending by any available means.