My 12-year-old son keeps on asking me to buy a new car.
Not only does he want a new car, he wants me to help him decide among several different new ones. Every few hours (he is home in the summer) he asks me about the new Chevy Volt, or the Honda Pilot or some other nifty new model. His tastes range from crossovers like the Nissan Murano and the Rogue to minivans (the Kia Sedona, Honda Odyssey) to sportscars like the Corvette and the Mercedes. I told him that we don't have the money for any of them.
This does not keep him from scheming for ways that he "can get we want." Unlike many conversations across the generational divide this one is evolving to greater heights and knowledge both for him and for me.
For example, my smart son has become a devoted student of Obama's "cash for clunkers" program. He followed the program from its inception in July until its abrupt end at the beginning of this week. He carefully examined the fine print and the rules about gas mileage and trade-ins and declared it to be a "good deal." He points to our 1999 clunker outside and then to our neighbor's shiny new minivan across the street. "Let's trade up" he says hopefully. This was back in July.
I cautioned him that it's not so simple. Being a good deal does not make it a good deal for everyone.
Undeterred, he tracked the extremely successful program in the last few weeks. "...If it's working for so many people why not for us?"
I explain: the cash for clunkers program is good for people who were already going to buy a new car. It's like if you're already on your way to buy a bicycle and someone gives you a $50 coupon that's great, but if the coupon entices you to buy something that you weren't going to buy in the first place, then the coupon is a seduction.
Apparently, many Americans must have been on their way to the showroom to buy a new car. In fact, today's NYT report shows that consumer spending is up even though incomes are flat. How can this be?
According to the venerable newspaper, the consumer is in fact being enticed. Not only did new car sales get a hefty boost, but generous tax rebates for first time homebuyers is what is responsible for the much ballyhooed up-tick in home prices.
"But how can so many people need a new car or new home?" he asks. Do they need one or don't they?
He asks a salient question. What does the word "need" mean in a consumer society?
For a psychotherapist this is an especially important question. I remember when I first began in the field I asked my supervisor, "how long should a patient stay in group or individual treatment?"
He said, "Until he gets all of what he needs in life and most of what he wants."
I always thought that phrase begged further exploration. What do needs mean in a consumer society, where we "need" a new car every few years? If these are needs, then what are wants?
Further my son asks, why is the government seducing consumers with rebates? Isn't that bad? And, most importantly, why are people falling for it? Do we want to be suckered?
My son wants to know more about this topic and so do I.
