The development of consumer desire in marketizing and developing economies: the cases of Romania and Turkey

Developing and marketizing economies in Romania and Turkey are examined in the present research in an effort to understand how consumption desires change with the rapid influx of consumer goods and services into economies of scarcity. Based on observations, interviews, and questionnaires tapping a range of consumers in both countries, we found and describe rapidly escalating consumer desires, confusions, and frustrations. A case study of cigarette consumption in Romania illustrates these developments and the unique image of Western products before and after Communism.