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Social Psychology and Society - №2 / 2021 | Перейти к описанию
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Social Psychology and Society

Publisher: Moscow State University of Psychology and Education

ISSN (printed version): 2221-1527

ISSN (online): 2311-7052

DOI: https://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 3403

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Posypanova O.S.
PhD in Psychology, associate professor at the Chair of Social and Organizational Psychology, Tsiolkovsky Kaluga State University
e-mail: 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

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