The relationship between conspicuous consumption and types of self-assertion in adolescence and youth

Abstract

The article examines the relationship between conspicuous consumption and types of self-assertion in adolescence and youth. The theoretical analysis is based on socio-psychological concepts of self-assertion and the symbolic nature of consumer behavior. An empirical study was conducted on a sample of vocational college students aged 14 to 20 using methods for assessing conspicuous consumption and self-assertion strategies. The results show that despite the high significance of attitudes toward conspicuous consumption, its practical implementation is moderately expressed. No dominant type of self-assertion was identified, reflecting age-related variability of behavioral strategies. A positive relationship was found between the recognition of conspicuous consumption and constructive self-assertion.