제 24 호 Ditto Consumption
Kicker: LIFE
Ditto Consumption
by Ji-Won Choi, Reporter
Have you ever thought, "If OO uses it, I should try it too"? This trend of following the choices of specific individuals is called "Ditto Consumption". Recently, there has been a surge in the behavior of blindly purchasing products mentioned by people or in content that you like. The trend book "Trend Korea 2024" coined the term "Ditto Consumption" based on the English slang "ditto" meaning "me too". This consumption trend has become popular among the MZ generation.
Types of Ditto Consumption
Ditto consumption refers to the act of purchasing products or services based on the recommendations or choices of others, such as influencers, celebrities, or popular content. It's essentially following the trend of "if they have it, I want it too." There are three main types of ditto consumption.
그림 1 A prime example of ditto consumption; Dubai chocolate
Firstly, "people ditto" involves mimicking the purchasing habits of influencers, celebrities, or even everyday experts. For instance, if a popular TikTok influencer is seen consuming Dubai chocolate, it can spark a trend, leading others to try it as well. Secondly, "content ditto" refers to making purchases inspired by content such as dramas, movies, or YouTube videos. For example, visiting filming locations from a popular drama or purchasing clothing worn by a leading actress. Lastly, "commerce ditto" involves following purchase recommendations from various shopping platforms. For instance, many people rely on the "recommended" section of shopping apps like ‘Coupang’ or ‘Musinsa’ to make purchasing decisions.
Psychological Reasons for the Trend of Ditto Consumption
Until last year, ditto consumption wasn't as prevalent. In 2023, the primary consumption patterns were "liquid consumption," where consumers tried various brands, and "solid consumption," where consumers stuck to a few trusted brands. However, the psychological factors behind the surge in ditto consumption this year are intriguing. In an era where products and sales channels have proliferated, consumers often feel overwhelmed by the sheer number of choices. This has led to a phenomenon known as "FOBO" (Fear of Better Options), where consumers hesitate to make decisions out of fear of missing out on something better. Ditto consumption offers a solution to this decision paralysis by providing a clear path to follow.
Effects of Ditto Consumption
What are some of the influences of ditto consumption? First, when ditto products are consumed as a beneficial influence, information search time can be shortened. Also, you can feel a sense of belonging while making buying decisions according to the celebrities and media you like. It helps to build a bond by easily finding a topic of conversation with people who use the same product. And it gives a sense of stability because you can get a sense of trust that other people are satisfied after using it.
However, there are also disadvantages. First, it causes overconsumption. If you buy products used by your favorite influencer without planning to make a purchase, impulsive consumption increases, causing unnecessary expenditures. Second, you lose your personality. Many people use similar products, and uniform consumption patterns may increase, resulting in their own unique personality disappearing. Third, the trend of the same product causes excessive production, causing environmental pollution. Fourth, the trend of these products may lead to incorrect production by being deceived by exaggerated promotions or false information from influencers. Therefore, the risk of purchasing low-quality products increases, and consumers may regret it. Ditto consumption can be seen as an attractive consumption method with advantages, but it is necessary to be familiar with these shortcomings and to judge them carefully when shopping.
Beyond being a mere trend of the year, ditto consumption is poised to become a new consumer culture centered around individual preferences and values. With the growth of social media and the increasing influence of influencers, ditto consumption is set to accelerate further. In the future, ditto consumption, coupled with advancements in artificial intelligence, will lead to a proliferation of personalized products and services. Moreover, ditto consumption will extend beyond mere consumption patterns, exerting a broad influence on society, culture, and the economy. In this era, consumers need to spend carefully.
Sources:
https://magazine.cheil.com/55182
http://www.hallymmedialab.com/news/articleView.html?idxno=2061
https://newneek.co/@gosum_beat/article/11016
