The specific social markers are explored as patterns and trends of consumption in the 21st century based on a background from Robert Frank’s "Darwin Economy" and Thorstein Veblen’s book "The Theory of the Leisure Class". Specifically exploring how consumption can be a display of inequality and position in the social strata, the thesis will analyse Frank’s and Veblen’s theories on positional goods and conspicuous leisure and consumption and relate them to psychological aspects of the specific behaviour of the modern-day wealthy citizens. House size, land, leisure activities, expensive fashion and tourism are examples of social status markers that citizens utilize to demonstrate or keep up with social status. It is of importance to understand the psychology behind the consumer’s behaviour and how the commodities and material wealth shape their respective attitudes towards the conception of consumerism. Although the topic is relevant for development in all societies the thesis will concentrate on developed Western countries in the first place.
- zadáno a potvrzeno stud. odd.