Статья 'Психология потребительских аддикций' - журнал 'Психолог' - NotaBene.ru
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Psychology of Consumer Addiction

Ovrutskiy Aleksander Vladimirovich

head of the Department of Speech Communications at Southern Federal University

344023, Russia, Rostov-on-Don, str. Truda, 18, ap. 23

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Abstract: The article is devoted to the psychological aspects of consumer addiction. The author outlines psychoanalytical, behavioral and cognitive approaches to analyzing consumer behavior. According to the author, the general feature of the psychological approach to consumption is the analysis of consumer process as being predetermined by personal and socio-psychological phenomena. The importance of the topic is conditioned by the growing number of so-called consumer neuroses as a result of the development of the new consumder society and transformations of modern personality. In particular, the latter includes the systemic fragmentation of consciousness, new 'mosaic' and clip-like perception and worldview and multiple personality disorder (MPD) as a new nosological entity. The researcher analyzes a psychological-evolutionary classification of consumption types including introjection, assimilation and projection. Ovrutsky considers the following to be consumer additictions: oniomania, 'collectors' fanaticism', drug abuse, alcohol abuse, tobacco addiction, Internet addiction, gambling, cleptomania, and pathological collecting. In his research Ovrutsky provides a general description of the consumer society and modern consumer. The researcher has used psychological methods to analyze consumer addictions. The results of the research demonstate that effective application of psychological methods to the analysis and treatment of consumer neuroses implies consideration of a wider socio-economic environment of personality disorders. Meanwhile, descriptive and explanatory schemes used in psychology give us a hope that they can be successfully applied to the process of humanization of personality and society in general. The main conclusions are the following. 1. Psychological studies of consumer addictions go beyound methodological borders of behaviorism and today's 'psychology of consumption' exists within the frameworks of neopsychoanalysis and cognitivism. 2. The psychological-evolutionary classification of consumption types based on the neocognitivist model has a high level of heuristicity and can be applied to diagnostics and treatment. 3. The general vector of the ontogenetic development of consumption goes from the introjective type of consumption to assimilative and projective types of consumption, thus following the general pattern of the development of consumption in phylogenesis. 

Keywords: behavior, unconscious, multiple personality disorder (MPD), consumer society, oniomania, projection, assimilation, introjection, consumer addiction, gestalt
This article written in Russian. You can find full text of article in Russian here .

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