Abstract

Competition for positional goods is an important feature of contemporary consumer societies. This paper discusses three strategies for a normative evaluation of positional competition. First, it criticizes an evaluation in terms of people's motives to engage in such competition. A reconstruction of an American debate over the status-motivation of consumer behavior shows how such an analysis founders on the difficulties of distinguishing between status and non-status motives for consumption. Second, the article criticizes an approach based on assessing the (positive and negative) externalities of positional competition. This approach is plagued by the methodological difficulty of determining the relevant externalities and their weight. The article then puts forward a third kind of evaluation, in terms of recognition relations. Starting from Axel Honneth's theory of recognition, I will propose to think of positional competition as a struggle for one kind of recognition that is necessary to personal autonomy, i.e. recognition according to the principle of achievement. Finally, the paper discusses the question of how we can assess the legitimacy of interferences with positional competition. I argue that the recognition-based approach has a better response to this question than the externalities-based approach, especially with regard to the liberal objection that such interference is a violation of personal freedom