Sociocultural dimension of traditional and modern forms of consumer motivation

Economic Annals-ХХI: Volume 180, Issue 11-12, Pages: 40-47

Citation information:
Abramov, A., & Sapronov, A. (2019). Sociocultural dimension of traditional and modern forms of consumer motivation. Economic Annals-XXI, 180(11-12), 40-47. doi: https://doi.org/10.21003/ea.V180-05


Alexander Abramov
D.Sc. (Sociology),
Professor,
Southwest State University
94, 50 Let Oktyabrya Str., Kursk, 305040, Russia
abramov_ap@inbox.ru
ORCID ID: https://orcid.org/0000-0001-9913-2449

Alexey Sapronov
PhD (Sociology),
Southwest State University
94, 50 Let Oktyabrya Str., Kursk, 305040, Russia
sapronovson@mail.ru
ORCID ID: https://orcid.org/0000-0002-4895-735X

Sociocultural dimension of traditional and modern forms of consumer motivation

Abstract. Guided by the scientific principle from the general to particular, from the whole variety of theories and approaches existing in the system of scientific knowledge, the study presents the sociocultural perspective of studying traditional and modern forms of consumer motivation.

The general methodology of sociocultural dimensions is built in line with the paradigms of quantitative and qualitative approaches. The first makes it possible to compare large amounts of data, determine patterns and evaluate individual behavioural preferences, values and attitudes. The qualitative approach involves an in-depth detailed analysis of cultural values, attitudes and norms, history, mentality, traditions, religion and other features. We have used the concepts of modern science representatives that interpret the transformation of all areas of society as a set of sociocultural trends.

Official statistics and research results are interpreted from the standpoint of a sociocultural approach. Based on the data presented, we can conclude that older consumers are more conservative and tense with new consumer practices. There is a conflict of innovation and tradition. And this debate is actualized in the subject area of economic sociology. Moreover, modern people, regardless of age, are no longer able to independently explain their consumer preferences and rationally build their own cultural consumption practices. In turn, the Internet creates sustainable consumerism, a cultural artefact that is becoming the main consumer motivation.

As a result, it is concluded that sociocultural analysis allows us to determine the harmonizing contours of conflicting traditional and modern models of consumer preferences. Using the sociocultural approach in the study of economic processes makes it possible to diagnose problems more precisely and make management decisions more effectively and reasonably.

Keywords: Sociocultural Analysis; Traditional Consumption; Modern Consumption; Motivation; Consumerism

JEL Classification: H50; H56; J30

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

DOI: https://doi.org/10.21003/ea.V180-05

References

  1. Alesina, A., & Giuliano, P. (2016). Culture and institutions. Part I. Voprosy Ekonomiki (Issues of Economy), 10, 82-111.
    doi: https://doi.org/10.32609/0042-8736-2016-10-82-111 (in Russ.)
  2. Benjamin, W. (2018). The Work of Art in the Age of Mechanical Reproduction. London: Imprint Macat Library.
  3. Berger, P. L, & Huntington, S. P. (2003). Many Globalizations: Cultural Diversity in the Contemporary World. Oxford: Oxford University Press.
  4. Bowles, S. (2004). Microeconomics: Behavior, Institutions, and Evolution. New York: Princeton University Press.
  5. Derrida, J. (2002). Globalization, Peace and Cosmopolitanism. In J. Derrida, & E. Rottenberg (Eds.). Negotiations: interventions and interviews, 1971-2001. Stanford: Stanford University Press.
  6. Douglas, M. (1966, 2002). Purity and danger: an Analysis of notions of desecration and taboo (1st Edition). London: Routledge & K. Paul.
  7. Featherstone, M. (1993). Consumer Culture and Postmodernism. London, Sage.
  8. Freedman, J., & Combs, G. (1996). Narrative therapy: The social construction of preferred realities (1st edition). New York: W. W. Norton & Company.
  9. Galbraith, J. K. (1998). The Affluent Society (40th Anniversary Edition). Boston, New York: Mariner Books.
  10. Ghemawat, P. (2001). Distance Still Matters: The Hard Reality of Global Expansion. Harvard Business Review, 79, 137-147.
    Retrieved from https://hbr.org/2001/09/distance-still-matters-the-hard-reality-of-global-expansion
  11. Greif, A. (1994). Cultural beliefs and the organization of society: A historical and theoretical reflection on collectivist and individualist societies. Journal of Political Economy, 102(5), 912-950.
    doi: https://doi.org/10.1086/261959
  12. Grigoryev, L. M., & Pavlyushina, V. A. (2018). Social inequality in the world: trends during 2000-2016. Voprosy Ekonomiki, 10, 29-52.
    doi: https://doi.org/10.32609/0042-8736-2018-10-29-52 (in Russ.)
  13. Guiso, L., Sapienza, P., & Zingales, L. (2006). Does culture affect economic outcome. Journal of Economic Perspectives, 20(2), 23-48.
    doi: https://doi.org/10.1257/jep.20.2.23
  14. Heckhausen, J., & Heckhausen, H. (2008). Motivation and Action. Cambridge: University Press Cambridge.
    doi: https://doi.org/10.1017/CBO9780511499821
  15. Horkheimer, M. Th. W. (1969). Dialektik der Aufklärung. Philosophische Fragmente. Frankfurt: Fischer Taschenbuch Verlag.
    Retrieved from https://symboleigenschoepfung.files.wordpress.com/2014/01/adorno-horkheimer-dialektik-d-aufklaerung.pdf (in German)
  16. Inglehart, R., & Welzel, C. (2005). Modernization, cultural change, and democracy: the human development sequence. Cambridge University Press.
    doi: https://doi.org/10.1017/CBO9780511790881
  17. Institute of Economics and Law of Ivan Kushnir (2019). Consumer spending of the countries in the world.
    Retrieved from http://be5.biz/makroekonomika/consumption_expenditure/world.html#reg1 (in Russ.)
  18. Kanaeva, L. P., & Elistratova, D. V. (2018). Demonstrative consumption as a form of social behavior of youth. Vestnik sovremennykh issledovaniy (Herald of the Modern Studies), 23(8.1), 189-190 (in Russ.).
  19. Kolesnikova, T. S. (2019). Culture of everyday life in Europe.
    Retrieved from http://analiculturolog.ru/journal/archive/item/213-article_25.html (in Russ.)
  20. Kulkova, I. A. (2016). Sociocultural environment of motives and incentives to work in Russia and their influence on the labor behavior of workers. Internet-journal Naukovedenie (Internet-journal «Knowledge of Science»), 8(5), 1-8.
    Retrieved from http://naukovedenie.ru/PDF/107EVN516.pdf (in Russ.)
  21. Kuzmina, T. V. (2018). Culture as object and subject of consumption: monograph. Tyumen: Tyumen industrial University, 84 (in Russ.).
  22. Licht, A. N., Goldschmidt, Ch., & Schwartz, Sh. H. (2007). Culture rules: The foundations of the rule of law and other norms of governance. Journal of comparative economics, 35(4), 659-688.
    doi: https://doi.org/10.1016/j.jce.2007.09.001
  23. Malikova, N. R. (2011). Socio-cultural practices of «consumer society» in the era of globalization. The Journal of Sociology and Social Anthropology. Consumer Society: Social and Cultural Foundations, XIV, 58(5), 202-209 (in Russ.).
  24. Marcuse, H. (1991). One-Dimensional Man: Studies in the Ideology of Advanced Industrial Society (2nd edition). Boston: Beacon Press.
    Retrieved from https://www.marxists.org/ebooks/marcuse/one-dimensional-man.htm
  25. Nemeth, N., Rudnak, I., Ymeri, P., & Fogarassy, Cs. (2019). The Role of Cultural Factors in Sustainable Food Consumption – An Investigation of the Consumption Habits among International Students in Hungary. Sustainability, 11(11), 3052.
    doi: https://doi.org/10.3390/su11113052
  26. Nikishina, Е. (2016). The Effects of Culture on Transaction Costs and Competitive Advantages of the Society. Ekonomicheskaya Politika (Economic Policy), 11(1), 105-120.
    doi: https://doi.org/10.18288/1994-5124-2016-1-07 (in Russ.).
  27. Polterovich, V. M. (2008). Elements of the theory of economic reforms. Economics and mathematical methods, 44(4), 118-124.
    Retrieved from https://dlib.eastview.com/browse/doc/19074765 (in Russ.)
  28. Public Opinion Foundation (FOM) (2019). Products and goods: economy articles.
    Retrieved from https://fom.ru/Ekonomika/14189 (in Russ.)
  29. PwC Russia (2019). Global consumer behavior survey.
    Retrieved from https://www.pwc.ru/en/publications/consumer-insights-survey.html
  30. Pyatayeva, E. (2013). Systems of sociocultural motivation: a conceptual model. Vestnik Moskovskogo Universiteta. Seriya 14. Psikhologiya (Moscow University Bulletin. Series 14. Psychology), 1, 24-41.
    Retrieved from http://msupsyj.ru/pdf/vestnik_2013_1/vestnik_2013-1_24-41.Pdf (in Russ.)
  31. Rozin, V. M. (2005). Psychology: science and practice. Moscow: Omega-L (in Russ.).
  32. Shabunova, A. A., Leonidova, G. V., & Ustinova, K. A. (2017). Mentality and mentality-driven behavior stereotypes: theoretical and methodological foundations of the research. Economic and Social Changes: Facts, Trends, Forecast, 10(2), 60-76.
    doi: https://doi.org/10.15838/esc.2017.2.50.3 (in Russ.)
  33. Slater, D. (2002). Capturing Market From the Economists. In P. Du Gay & M. Pryke (Eds.), Cultural Economy: Cultural Analysis and Commercial Life (pp. 59-77). London, UK: Sage Publications Ltd.
    doi: https://doi.org/10.4135/9781446218440.n4
  34. Sorokin, P. (2017). Social and Cultural Dynamics: A Study of Change in Major Systems of Art, Truth, Ethics, Law and Social Relationships (Social Science Classics) (1st Edition, Kindle Edition). Routledge.
  35. Tadesse, B., & White, R. (2010). Does cultural distance hinder trade in goods? A comparative study of nine OECD member nations. Open Economies Review, 21(2), 237-261.
    doi: https://doi.org/10.1007/s11079-008-9090-8
  36. Tang, L. (2012). The direction of cultural distance on FDI: attractiveness or incongruity? Cross Cultural Management: An International Journal, 19(2), 233-256.
    doi: https://doi.org/10.1108/13527601211219919
  37. Veblen, T. (1984). The theory of the leisure class. Moscow: Progress.
    Retrieved from http://www.library.fa.ru/files/Veblen.pdf (in Russ.)
  38. White, M. (2007). Maps of Narrative Practice (1st Edition). New York: W. W. Norton & Company.
  39. World Bank (2019). Households and NPISHs Final consumption expenditure per capita (constant 2010 USD).
    Retrieved from https://data.worldbank.org/indicator/NE.CON.PRVT.PC.KD
  40. Zubok, Yu. A., & Chuprov, V. I. (2018). Culture in the lives of young people: necessity, interest, value. Vestnik instituta sotziologii (Bulletin of the Institute of Sociology), 9(4), 170-191.
    doi: https://doi.org/10.19181/vis.2018.27.4.546 (in Russ.)

Received 14.10.2019
Received in revised form 21.10.2019
Accepted 25.10.2019
Available online 30.12.2019