why do people follow the trends and social standards?

II.INTRODUCTION A science fiction

novel

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written by Philip K. Dick with the title Do Androids Dream of Electric Sheep has thousands of lessons for its readers. The

novel

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talks about the human nature. The story underlines several matters that people may face in their

life

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which reflects on how human lives their

life

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in the future. Starting from people’s dependency to the technologies, the influence of

mass

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media, false religion,

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consumerism

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, less empathy, false identity, mind control, and many more. When I read the

book

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, I noted that

Deckard

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, the main character in the

novel

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is living with the

idea

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of

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consumerism

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whereby he has an

envy

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feeling for the other people who can afford exotic animals. In the

book

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, people use the real animal to raise their social rank. They buy fancy things even though they do not really need it.

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Consumerism

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is the talking point in the

novel

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that will be discussed in

this

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paper along with the main character in the

novel

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, Rick

Deckard

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, a bounty hunter who wants to kill the nexus-6 in

order

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to buy real sheep to impress his neighbours.

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Consumerism

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refers to the

idea

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of purchasing goods which is always increasing and it makes people being obsessive about it and feels that their well-being and happiness depends on the obtaining those goods, specially fancy things. In relation, their thoughts

is

Suggestion

are

influence

Suggestion

the influence

by

Suggestion

of

the

mass

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media through the advertisement that

.

Accept space

.

In addition

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, the meaning of

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consumerism

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in the

novel

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is

also

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related to the sense of

envy

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within the

community

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in real

life

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. Normally, self-esteem, prestige, and

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life style

a manner of living that reflects the person's values and attitudes

lifestyle

are the internal factors that lead someone to

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consumerism

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and

competition

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. Rick

Deckard

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represents the

idea

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of

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consumerism

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that categorize into

life

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standard in the humanity described in the

book

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whereby Rick

Deckard

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is obsessed to

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consumerism

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, in

this

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case

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to buy real animal as by having a real animal is confirming that his social rank is high according to the living standard that exists in that

society

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(Dick, 1968, p. 5). In Indonesia, social

competition

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among the people happens. The

society

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is competing to afford luxuries

such

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as branded goods to increase their social ranks. The worst

case

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is about those who are willing to do anything in

order

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to achieve their goals which includes to lift their social

status

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. The writer found that the subject

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consumerism

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and social

competition

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is interesting because it reflects to the lifestyle of the people living in the modern

society

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. Rick

Deckard

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and

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consumerism

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in the

book

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showing something similar on how

society

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lives nowadays.

Additionally

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, the question is about what is wrong with our

society

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nowadays, Why

society

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should care about the luxury goods and social

competition

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?. In real

life

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, due to the

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consumerism

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, many people are competing to evaluate their social

status

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by buying fancy things.

For instance

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, the latest release of branded

bag

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, clothes, exotic animals, and many more.

This

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shows that people follow the

community

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standard, and using the

luxurious

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luxury

goods and exotic animals to confirm their social degree. II.FINDINGS Rick

Deckard

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in the

book

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represents the

idea

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of

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consumerism

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. The evidences of Rick

Deckard

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and

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Consumerism

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can be seen in several chapters of the Philip K. Dick’s

book

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. In the

chapter

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one

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of Philip's work, it is written that Rick

Deckard

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in the morning thinks to afford a real sheep to replace the fake

one

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that they have (Dick, 1968, p. 3). According to Philip Dick, “"Ever thought of selling your horse?" Rick asked. He wished to god he had a horse, in fact any animal. Owning and maintaining a fraud had a way of gradually demoralizing

one

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. And yet from a social standpoint, it had to be done,”(5). In here, it shows that

Deckard

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is being envied to his neighbour’s real animal, and he wants to buy the real animal as same as the

one

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belongs to Bill Barbour as the

society

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will be amazed.

Furthermore

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, starting from

chapter

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four until twenty two, in some part of the

chapter

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always mentions having a real and an exotic animal is a centre point of Rick

Deckard

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. As Rick

Deckard

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had completed his mission as a bounty hunter,

finally

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he went to the animal store to afford the real animal, a luxurious goat animal which confirms that buying the correct things is the only way for

Deckard

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to be happy even though he does not really need it. It can be noted on

chapter

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fifteen of the

novel

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whereas Philip Dick, “I own an animal now, he said to himself. A living animal, not electric.” (Dick, 1968, p. 75).

In addition

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,

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consumerism

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and social rivalry can be found in Indonesian

Society

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mainly the celebrities and socialite groups in Indonesia. Many of the them value more the expensive items, having

envy

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feeling and brag their belongings to the others, which in

further

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leads to

competition

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between them. Competing to buy branded goods, luxurious car, exotic pets.

This

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is reflected in the

idea

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of

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Consumerism

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.

Subsequently

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, the majority of them are pleased to do anything to accomplish their dreams, including taking risks. In fact, there is a lot of proof that denotes to the existence of

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consumerism

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and social

competition

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within the circle of Indonesian

community

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as well as the elite groups. The

first

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evidence comes from

one

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of Indonesian singer who admitted on an interview session that she previously bought a branded

bag

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just because to preserve her

classy

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class

status

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as her surroundings told her to do so (Ari Lasso TV, 2020). Many of Indonesian

community

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obsessed with hunting the exotic animals (Emerson, 2018). It is proven by how the celebrities and elite exhibit their exotic animals on social media and TV (Detik, 2011). Those pets include Savannah Cat, Sphynx cat, tiger, and many more (Pasha, 2019). On the other side, there are

also

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some people who willing to take risks just for the

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consumerism

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and social

status

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. It is demonstrated by several cases.

Firstly

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,

case

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of Indonesia socialite who stole a Louis Vuitton handbag in Melbourne, Australia (Beers, 2020). Another

case

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comes from the issue of prostitutions that often occurred.

Then

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, a teenager that stole a laptop (Liputan 6, 2018). People nowadays and

society

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described in the Philip’s

book

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and nowadays try to follow the standard and trends created in their surroundings. The previous statement raised a question, “why do people should care about it?”. Perhaps they are lack of self-esteem and confidence which make them afraid to be not accepted by the

society

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.

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Therefore they

Accept comma addition

Therefore, they

follow the trends and standards. III. DISCUSSIONS The evidences of the manual Do Android Dream of Electric Sheep?

and

Suggestion

And

Indonesian news provided in the findings section has its correlations. The evidences lead to hypothesis that people nowadays and

society

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described in the Philip’s

book

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use luxurious animals and goods to measure their social ranks.

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Therefore they

Accept comma addition

Therefore, they

compete and willing to do anything for it, even families.

However

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, the question is why they should do it?. In the

novel

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, Rick

Deckard

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’s behaviours confirms that he is selfish and greedy for animals with expensive price just to impress his neighbours.

Hence

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, he killed the Nexus-6 androids in

order

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to afford a real animal. It is clearly indicated that Rick

Deckard

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does not care how can he afford his desirable pet, what matter is to buy it as form the social standpoint it has to be done. It means that Rick

Deckard

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indeed attempts to follow the standards in his

society

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. Over here in Indonesia we can see the same points as written in the Philip Dick’s

book

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, it is about the

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consumerism

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and

competition

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in the

community

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. There is considerable celebrities, socialites and elites who have a desire of owning fancy things and exotic pets (Pasha, 2019).

This

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is proven by the news and references provided in the finding session whereby there is a trend and social standard created among them to possess luxurious stuff and pets.

For instance

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, Marion Jola, singer who recognized that she ever bought a branded

bag

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because of her sense of prestige as there is a

community

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standard of owning luxurious things from her surroundings. The other

one

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is a socialite who stole a Luis Vuitton handbag as her surroundings have branded

bag

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as the social standard (Beers, 2020).

Furthermore

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, the trend of owning an exotic pet within the celebrities and elite groups. It can be noted from the YouTube channel of several celebrities.

For example

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,

mass

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media and the YouTube channel that exhibit Irfan Hakim’s exotic pet, Aldabra tortoise, Alshad Ahmad’s Bengal tiger, Raditya Dika’s Sphynx cat, and so much more (Pasha, 2019).

This

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asserts the correlation between the concept of

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consumerism

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in the

book

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and Indonesian

society

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whereby people’s

envy

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feeling and prestige resulted them to follow the trends and social standards in

order

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to their social ranks even though in fact they do not really need it. In conclusion, people's lifestyle nowadays is extremely

influential

Suggestion

influenced

by the

mass

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media, trends and social standard. Many of their lives with the

idea

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of

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consumerism

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as they have an

envy

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feeling towards the others. They are obsessing of fancy things and exotic animals, they will not feel good if they did not have it and it is hard for them to be satisfied with all that they have.

This

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show how greedy people are just to impress the public.