Психологические особенности подростков, ориентированных на «демонстративное потребление»
The monograph presents the studies which have been conducted by the authors over several years in the domain of the psychology of consumer behavior. The studies analyze the factors of consumer loyaltyand brand loyalty as well as the specifics of Russian consumers’ perception of Russian and foreign brands. The book provides the Russian version of a questionnaire designed for studying the strategies of consumer behavior, emphasizes the main strategies of Russian consumer behavior, and describes specific features of Russian consumer behavior in comparison with foreign consumers. The special aspects of brand perceptionin people with various strategies of consumer behavior are also described in the monograph. This monograph is designed for graduate and undergraduate studentsas well as scholars in economic psychology, psychology of consumer behavior, and psychology of marketing communications.
The capacity for transformation and advancement of the world economy itself by a group of countries belonging to the emerging economies has been a topic of intense discussion in world forums. Even as news of the losing shimmer of the emerging economies is being spilled to the world, this is where 80% of the world consumers reside, and, therefore, too important to divert attention from. The theme of the 2014 Annual Conference of the Emerging Marketing Conference Board hosted by Centre for Marketing in Emerging Economies of IIM Lucknow, supported by the Academy of Indian Marketing – Listening to Consumers of Emerging Markets is an eminent testimony to this important fact.
JAGDISH N SHETH, PHD
Emory University Founder, Academy of Indian Marketing
The article describes a study of image of Russian and foreign clothing brands among Russians (N = 175) with the help of the scale of semantic differential (SD). Factor analysis showed the differences in the image of Russian and foreign brands of clothing: the domestic brand image is more complex and includes 4 factors, while the image of foreign brands includes 2 factors.
The main concepts of economic psychology of ХХ—XI century are presented in this paper. Social-psychological aspects of study of consumer behavior in foreign and Russian psychological studies are intimately examined. The results of study of consumer behavior of women in the context of «conspicuous consumption» are presented. According to the results of the research, women concentrate on the presentation of their social status rather than sexual attractiveness while choosing clothes.
In this article the results of the analysis of psychological peculiarities of children from rich families who refuse from conspicuous consumption are presented. Such qualities as sovereignty of psychological sphere, self attitude, life hardiness communication and organizational skills, emotional intelligence are studied.
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.
In this article the results of empirical research of the “conspicuous consumption” phenomenon are presented. The author analyzes quantitative and qualitative differences in recognition and practice of conspicuous consumption among young people (schoolchildren and students) from families with different socio-economic status, that provide different educational opportunities for their children. The explanation schemes of this phenomenon among youth that are presented in the foreign theoretic and empiric research are described in this article.