Narcissism and Conspicuous Consumption of Adolescents in Russia

Table of Contents

CHAPTER 1 INTRODUCTION

1.1. Research background

1.2. Problem statement

1.3. Purpose of research

1.4. Research questions

1.5. Structure

CHAPTER 2 THEORETICAL FRAMEWORK

2.1. Introduction

2.2. Conspicuous consumption

2.2.1. Motivation types of conspicuous consumption

2.2.2. Individual differences

2.2.3. Conspicuous consumption in Russia

2.3. Narcissism

2.3.2. Narcissism types

2.4. Reference of both phenomenon to the young generation

2.5. Narcissism and conspicuous consumption

2.6. Hypotheses formulating

CHAPTER 3 PRIMARY DATA RESEARCH METHODOLOGY

3.1. Introduction

3.2. Research design

3.3. Sample decision

3.4. Questionnaire design

3.5. Data collection methods

3.6. Data analyses methods

CHAPTER 4 ANALYSIS OF RESULTS AND DISCUSSION

4.1. Data screening and cleaning

4.2. Descriptive statistics

4.2.1. Total sample profile

4.3. Effect of factors on narcissism

4.4. Effects of factors on conspicuous consumption

4.5. Hypotheses testing

4.5.1. Correlation between both phenomenon

CHAPTER 5 CONCLUSION AND IMPLICATIONS

5.1. Summary of research findings

5.2. Managerial Implications

5.3. Limitations and future research

Research Objectives and Topics

The primary objective of this thesis is to investigate the relationship between narcissism and conspicuous consumption within the young generation of consumers in Russia, utilizing a correlational study design to evaluate their interdependence and predictive nature.

• Examination of the theoretical link between narcissism as a personality trait and conspicuous consumption patterns.
• Analysis of specific motivational types behind conspicuous consumption, such as status, prestige, and individuality.
• Investigation of demographic factors, including age, family size, and income, as potential influencers of these phenomena.
• Application of quantitative research methods, specifically survey-based data collection, to establish empirical evidence.
• Development of managerial recommendations for companies targeting the Russian youth segment based on identified consumer behaviors.

Excerpt from the Book

Chapter Summaries

CHAPTER 1 INTRODUCTION: This chapter provides the background for the master thesis, defines the problem statement, and outlines the main purpose and research questions.

CHAPTER 2 THEORETICAL FRAMEWORK: This section reviews existing literature on conspicuous consumption and narcissism, defining the key concepts and establishing the theoretical basis for the formulated hypotheses.

CHAPTER 3 PRIMARY DATA RESEARCH METHODOLOGY: This chapter details the research design, including the construction of the questionnaire, sampling decisions, and the data analysis methods adopted.

CHAPTER 4 ANALYSIS OF RESULTS AND DISCUSSION: This chapter presents the empirical findings gathered from the survey, including descriptive statistics, hypothesis testing, and a discussion of the observed correlations.

CHAPTER 5 CONCLUSION AND IMPLICATIONS: This final chapter summarizes the research findings, offers managerial implications for marketing in Russia, and discusses the study's limitations and suggestions for future research.

Keywords

narcissism, conspicuous consumption, demonstration, young generation, consumer behavior, Russia, status, motivation, self-esteem, social comparison, materialism, personality, survey, quantitative analysis, correlational study

Frequently Asked Questions

What is the core focus of this master thesis?

The thesis explores the phenomenon of conspicuous consumption among the young generation in Russia and investigates its relationship with narcissism as a personality trait.

What are the primary themes discussed in the research?

The research covers consumer behavior theories, the psychological roots of narcissism, the history and motivation of conspicuous consumption, and the specific impact of social and demographic factors on these behaviors.

What is the main research question of the study?

The main objective is to determine if there is a statistically significant, positive relationship between the level of narcissism and the propensity for conspicuous consumption in young Russian consumers.

Which methodology was employed for the data collection?

The author conducted a self-administered survey in schools and universities across four Russian cities, collecting primary data from 246 respondents.

What topics are covered in the main body of the work?

The body includes a comprehensive theoretical framework, detailed research methodology, empirical analysis of gathered survey data, and an evaluation of various hypotheses concerning demographic influences.

Which keywords best characterize this research?

The research is best characterized by terms such as narcissism, conspicuous consumption, Russian youth, consumer behavior, and status-seeking motives.

How does the author define narcissism in this study?

The author views narcissism not as a pathological disorder, but as a normally distributed personality trait that manifests in various facets like authority, superiority, and entitlement.

What impact does age have on conspicuous consumption?

The study finds that age significantly affects consumption patterns, with adolescents aged 17 and 21 showing higher levels of conspicuousness compared to other age groups within the 16–24 range.

Did the study find a gender difference in consumption?

The results indicate that while there is no significant gender difference in the general level of narcissism, gender has a statistically significant influence on the high-level consumption patterns of the participants.