In this article the results of empiric research of youth conspicuous consumption are presented. There were identified a group of “naive anti-consumerists” who ignore consumption as a social activity. It is stated that “naive anti-consumerists” has a lack of psychological recourses to promote the ideology of anti-consumerism. It is also supposed that the ideology of anti-consumerism is promoted by groups that are oriented on conspicuous consumption with “new content”.
The paper looks into the contemporary state of the problem of decision-making and preference of some alternatives over others, discussing intransitivity of relations of superiority: one object is superior to another in a certain aspect, while the second is superior to the third and the third is superior to the first (A>B, B>C, C>A). The authors analyze two broad groups of theories and empirical studies reflecting opposite views on the nature of the relations and rationality of intransitivity of relations of superiority. The authors argue that understanding of intransitivity of superiority relations is no less important line of cognitive development than understanding of transitivity; they should be studied as complementary subjects. Thus it is necessary to study individual differences in cognitive sets with regard to transitivity/intransitivity of superiority, as well as individual characteristics of solving problems of that kind.