Russian Psychological Issues PsyJournals.ru
OPEN ACCESS JOURNALS
JournalsTopicsAuthorsEditor's Choice For AuthorsAbout PsyJournals.ruContact Us

  Previous issue (2019. Vol. 10, no. 2)

Included in Web of Science СС (ESCI)

Social Psychology and Society

Publisher: Moscow State University of Psychology and Education

ISSN (printed version): 2221-1527

ISSN (online): 2311-7052

DOI: http://dx.doi.org/10.17759/sps

License: CC BY-NC 4.0

Started in 2010

Published quarterly

Free of fees
Open Access Journal

 

Conspicuous Consumption in Provinical Youth: Features of Motivation 2703

Posypanova O.S., PhD in Psychology, associate professor at the Chair of Social and Organizational Psychology, Tsiolkovsky Kaluga State University , Posypanova@rambler.ru
Abstract
The article presents results of the research on conspicuous consumption in young people living in the city of Kaluga. The results show that conspicuous consumption is actually a form of commercialized self-presentation and is to a certain extent typical of one third of provincial youth. Super-conspicuous consumption correlates with narcissism and ostentatious personality. In moderate cases conspicuous consumption is merely instrumental and is perceived by the individual as a means to an end. The following four motivational trends of conspicuous consumption were defined: social motivation (attaining high status), Ego-motivation (aimed at self-awareness and self-determination), defensive motivation, and material motivation. According to the dominant motives the following six basic types of conspicuous consumption in youth were specified: hysteroid, status, prestigious, aesthetic, fashionable consumption, and demonstrative snobbery. The explored consumption is typical of the individuals with the socalled "triangle of demonstrative behavior": low and average subjective economic well3being, unfulfilled personal potential and high levels of assertion. Conspicuous consumption is much less common for superrich, intellectual elites and village residents.

Keywords: economic psychology, consumer psychology, consumer behavior, conspicuous consumption, ostentatious consumption, imagerelated consumption, demonstrative behavior, motivation in consumer behavior.

Column: Experimental Research

For Reference

References
  1. Akindinova I.A. Osobennosti samoaktualizacii lichnosti v professiyah razlichnogo urov) nya social'nogo prestizha: Diss. ... kand. psihol. nauk. SPb., 2000.
  2. Bodriiar Zh. Simvolicheskii obmen i smert'. M., 2000.
  3. Burd'e P. Prakticheskii smysl. Spb., 2001.
  4. Veblen T. Teoriya prazdnogo klassa. M., 1984.
  5. Vilyunas V.K. Psihologicheskie mehanizmy motivacii cheloveka. M., 1990.
  6. Gofman A.B. Moda i lyudi. Novaya teoriya mody i modnogo povedeniya. 4)e izd., ispr. i dop. M., 2010.
  7. Il'in V.I. Povedenie potrebitelei. SPb., 2000.
  8. Kravchenko A.S. Motivaciya demonstrativnogo povedeniya: Avtoref. diss. ... kand. psi) hol. nauk. M., 2001.
  9. Logunov A.V. Prestizhnoe potreblenie v sisteme sredstv simvolicheskogo obmena i kon) struirovaniya social'noi identichnosti v transformiruyushemsya rossiiskom obshestve: Diss. ... kand. sociol. nauk. Vladivostok, 2003.
  10. Marks K. Kapital. T. 1 // Marks K., Engel's F. Izbr. soch. T. 7. M., 1987.
  11. Metodika izucheniya akcentuacii lichnosti K. Leongarda (modifikaciya S. Shmishe) ka) / Praktikum po psihodiagnostike lichnosti. Didakticheskie materialy / Оtv. red. N.K. Rakovich. Minsk, 2002.
  12. Mil'man V.E. Metod izucheniya motivacionnoi sfery lichnosti / Praktikum po psiho) diagnostike. Psihodiagnostika motivacii i samoregulyacii. M., 1990.
  13. Posypanova O.S. Ekonomicheskaya psihologiya: psihologicheskie osnovy povedeniya potrebitelei. Kaluga, 2012.
  14. Fetiskin N.P., Kozlov V.V., Manuilov G.M. Social'no)psihologicheskaya diagnostika lichnosti i malyh grupp. M., 2002.
  15. Filinkova E.B. Otnoshenie starsheklassnikov k den'gam i sposobam ih zarabaty) vaniya // Social'naya psihologiya i obshestvo. 2010. № 1.
  16. Cimerman Yu.A. Demonstrativnoe potreblenie v sovremennom obshestve: institu) cional'nyi analiz : Diss. ... kand. ekonom. nauk. M., 2007.
  17. Shamshikova O.A., Klepikova N.M. Oprosnik "Narcissicheskie cherty lichnosti" // Psihologicheskii zhurnal. 2010. № 2.
  18. Shkala poiska oshushenii (M. Cukerman) / Al'manah psihologicheskih testov. M., 1995.
  19. Chevalier M., Mazzalovo G. Luxury Brand Management. A world of priviledge. Singapore, 2008.
comments powered by Disqus
 
About PsyJournals.ru

© 2007–2019 Portal of Russian Psychological Publications. All rights reserved

PsyJournals.ru in Russian

Publisher: Moscow State University of Psychology and Education

Catalogue of academic journals in psychology & education MSUPE

Creative Commons License

RSS Psyjournals at facebook Psyjournals at Twitter Psyjournals at Youtube Яндекс.Метрика