Пречи ли социалното сравняване на младите хора да вземат икономически рационални избори?
Does Social Comparison Prevent Young People from Making Economic Rational Choices?

Author(s): Roberto Marinov
Subject(s): Social Sciences, Economy, Psychology, Business Economy / Management, Sociology, Social psychology and group interaction, Evaluation research, Sociology of Culture, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: young people; social comparison; consumer rationality; social networks; consumerism; conspicuous consumption
Summary/Abstract: This report aims to present some of the main issues facing young people‘s consumer behavior. It is motivated by the desire to explore the extent to which young people in Bulgarian society today make economically justified decisions and how they rationalize their consumer choices. The object of the study is young people between the ages of 15 and 29 in Bulgaria, and the subject matter is the rationality in their consumer behavior. The study was conducted by reviewing various theoretical concepts of consumerism and consumer culture, as well as results of empirical research. The main conclusion from the study is that young people in Bulgaria are driven by their behavior by the desire to demonstrate status and a tendency to derive instant gratification, regardless of the fact that their economic capabilities do not match their consumption style. It creates risks to their financial autonomy and highlights the need to improve their financial literacy.

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