UNAIR NEWS – Idolizing public figures is no longer just admiration for their work. Instead, it has spread to daily consumption patterns. From copying lifestyles and collecting merchandise to buying specific items used by their idols, these behaviors often lead fans into a cycle of consumerism without them realizing it.
In response to this trend, Pingkan Sekar Savira SSosio MSosio, a sociology lecturer at the Faculty of Social and Political Sciences (FISIP) at Universitas Airlangga (UNAIR), shared her perspective. She said that there are psychosocial factors driving this consumerist behavior and emphasized the importance of self-restraint among fans.
Triggers of fans’ consumerism
According to Savira, the consumerist behavior and impulsive traits that fans exhibit are influenced by a variety of complex factors. One of the main triggers is the urge to demonstrate social identity, whereby fans are driven to purchase certain products to show their affiliation with a fan community (fandom) in public spaces.
There is also the phenomenon of social proof and FOMO (Fear of Missing Out). Exposure to social media content showing fans purchasing collectibles and concert tickets encourages other fans to do the same. This is further reinforced by parasocial relationships—the one-way emotional bonds that fans feel toward their idols.
“There are many factors that influence this behavior. They range from the desire to express social identity to the traps set by the marketing strategies of capitalist industries. When fans lack self-control, this consumerism can even lead to impulse buying,” Savira said.
Boundary between admiration and consumerism
The boundary between admiration and consumerism becomes clear when someone begins to stretch beyond their financial means. Savira emphasizes that warning signs emerge when purchases of idol-related merchandise begin to take precedence over basic needs. This can even lead to the point of exploiting and burdening themselves to chase or collect the products they want.
“If that kind of consumption behavior has become a source of distress, demands more than one can afford, and interferes with meeting daily needs, someone has lost self-control,” she said.
Solution and wise move for fans
Addressing this trend to avoid any negative long-term psychological or financial consequences, Savira offers several recommendations. Before deciding to make a purchase, fans should take a moment to reflect. They should ask themselves whether the purchase is driven by actual needs, wants, or simply FOMO.
“In the midst of the current economic uncertainty, it’s crucial for us to be more prudent. Focus your spending on basic needs first and build awareness that being a fan should bring comfort and enjoyment, not a financial burden,” she concluded.
Author: Fauziah Laili Romadhom
Editor: Yulia Rohmawati
