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Included in Web of Science СС (ESCI) Included in Scopus 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 RU In Russian |
Social Psychology and Society Conspicuous Consumption in Provinical Youth: Features of Motivation 3215Posypanova O.S. 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 References
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