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 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.
In this paper the results of empirical investigation of gender aspects of schoolchildren’s and students conspicuous consumption. According to the results of the research all students and schoolchildren are subject to conspicuous consumption, but it has different content. The results of the research allow asserting that conspicuous consumption is integrated more deeply in to the gender socialization of women.
The problem of conspicuous consumption in Russia is very important, so the study of psychological factors of conspicuous consumption is very relevant. The article touches upon the issue of Self-concept features of conspicuous consumers. Sample consists of 195 participants, 54% are women. The special scale to study the tendency to conspicuous consumption was adopted in this research. The following conclusions are drawn: conspicuous consumers have higher Self-concept clarity, domination of individual characteristics in the self-concept content, higher level of self-esteem.