It is important to study the determinants of conspicuous consumption. Self-concept clarity is such internal determinant in our study. Conspicuous consumption is the spending of money on and the acquiring of luxury goods and services to display publicly economic power. The results evidence that people who have a tendency to conspicuous consumption and positive attitudes to such consumption have a high level of self-concept clarity.
The author views foreign and domestic approaches, interdisciplinary among them, to the definition of human capital.
The monograph examines socio-psychological characteristics of schoolchildren and students of "normal" and "prestigious" schools, who to a greater or lesser extent, practice conspicuous consumption: the sovereignty of psychological space, self-attitude, resilience, communication and organizational skills and emotional intelligence. The theoretical significance of the results of the work is determined by deepening of methodical bases and approaches to the analysis of socio-psychological aspects of conspicuous consumption of young people. The practical significance of results is determined by the ability to use the findings and recommendations in developing the content of the psychological trainings, concepts of marketing communications and promotion programs "prestigious" goods and services. The book is intended for psychologists and practitioners working in educational institutions in the psychological counseling of persons with deviations in the field of consumer behavior, as well as psychologists of marketing and advertising departments of organizations focused on the youth audience in the development of marketing programs for companies implementing "prestigious" goods and services.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.