Tarasova, T. V.
The Concept of Consumer Behavior Standard
in the Market Economy
// Politics and Society.
2013. № 7.
P. 834-842.
URL: https://en.nbpublish.com/library_read_article.php?id=54095
Tarasova, T. V. The Concept of Consumer Behavior Standard
in the Market Economy
Abstract: The article studies consumption behavior from the point of view of the consumption standard as a combination of
reproducing consumer practices typical for particular social groups. Consumption is viewed as a social and cultural phenomenon.
The central goal of consumption is to use useful properties of goods and services being consumed for the purpose of satisfying
one’s personal needs. The author of the article describes a three-stage model of consumer behavior standards. This model reflects
the process of formation and interdependence of traditional, constructed and actual consumption standards. The author analyzes
definitions of consumption standards existing in modern science. Special attention is paid at the conception of cognitive market
within which the consumption standard is formed based on consumption technologies and serves as an intermediate in the process
of formation of consumer culture. Based on the above mentioned three-stage model and definitions, the author offers a definition of
the consumption standard from the point of view of sociological approach to studying consumption behavior and analyzes the main
elements of consumption behavior such as stereotypes, fashion, style life, style and consumption structure, consumption patterns
and norms. In conclusion the author outlines specific features of the consumption behavior standard as a social category.