The research focuses on relationships between conspicuous consumption and materialism. Contrary to previous studies, here conspicuous consumption is seen as an individual trait rather than as an attitude. The purpose of the research was twofold: to establish to what extent are a) success, centrality, happiness, and b) the importance and the attainment of wealth, popularity and image responsible for conspicuous consumption. Two studies were conducted. Materialism was measured using the MVS (Richins, 2004) in study 1 (N = 80), and the Aspiration Index (Kasser & Ryan, 1996) in study 2 (N = 169). In both studies, the measure of the propensity to conspicuous consumption was the same: The Conspicuous Consumption Orientation Scale (CCO) (Chaudhuri, Mazumdar, & Ghoshal, 2011). The obtained data demonstrated that the propensity to conspicuous consumption was significantly related to only two dimensions of materialism – success and centrality. Furthermore, the results showed that while the importance of financial success and popularity enhanced the propensity to conspicuous consumption, attainment of financial and popularity aspirations had no impact on the propensity to conspicuous consumption. In turn, image (both its importance and its attainment) was a significant positive predictor of the propensity to conspicuous consumption. The research findings suggest that the crucial materialistic drivers of the propensity to conspicuous consumption are: the belief that success is closely connected with ownership; the conviction that owning and acquiring are the primary life goals; and the need to have a socially admired image.
This article is concerned about the phenomenon of luxury good consumption during the global economic crisis, specifically “conspicuous consumption.” Despite that social stratification created the phenomenon of conspicuous consumption, it is still practiced by many social groups, as evidenced by the fact that luxury goods in the Polish market has seen a significant increase in sales. The article will also examine the regulations and laws in Poland that should be taken to minimize conspicuous consumption and protect against the delamination of the structure of earnings in society.
The aim of the article is to present the names of the valuables in testaments of the Russian great and appanage princes of the 14–16 c. Special attention has been paid to tableware terminology. Lexicographical and etymological data as well as the semantic classification of the tableware names are provided. Dishes and eating utensils used by the Rurik dynasty members during feasts were made of gold or silver and were extremely decorative. According to Thorstein Veblen, conspicuous consumption and wasteful expenditure were signs of person’s high social position. The author draws our attention to the fact that vicarious consumption on the house by invited guests was possible too. Therefore, the social meaning of these valuables is presented in this article.
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