An exploration of the consumption orientation in Romania
Author(s)
Advisor
Ger, GülizDate
1992Publisher
Bilkent University
Language
English
Type
ThesisItem Usage Stats
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Abstract
This study aims to explore possible causal factors for
consumption orientation (interchangeably referred as materialism)
in Romania, and to offer possible alternatives to be investigated
in future cross-cultural studies of materialism. The employed
research method - group discussions - attempts to reveal
insights, provide rich and in-depth understanding, and generate
new ideas regarding causal factors and traits of materialism.
Results of the discussions with people in urban and rural areas,
indicated that the macro-environment has been influencing the
cultural values, in the last decades, emphasizing the end-states
of existence (terminal values). Recent developments in the
Romanian society led to changes in the consumer culture, and
modes of existence (instrumental values) become increasingly
important for Romanians' consumption orientation. Some
psychological factors, interacting with these values, seem to
affect consumption orientation. Need for freedom, need for selfrespect
and social recognition are suggested to be the driving
forces for today's Romanian consumption patterns. These needs
facing different environmental constraints (restrictions imposed
by political, social, or economical reasons) are finalized in
conflictual states of mind, ranging between satisfaction and
frustration.
With the need for freedom and individual achievements (i.e.
self-respect, self-esteem, social recognition, freedom of choice)
pointed as sources for personal satisfaction in consumption, the Romanian context adds a new dimension to the present sum of
materialism's traits (i.e. possessiveness, envy, nongenerosity,
tangibilization - Ger and Belk, 1990) - independence. This trait
was defined as the "tendency to reject any domination over one's
personal life, possessions, or experience.
Keywords
materialismconsumption orientation
Romanian consumption orientation
consumption related values in Romania.