PSYCHOLOGICAL CONSEQUENCES OF CONSPICUOUS CONSUMPTION FOR YOUTH MENTAL HEALTH

Abstract

The article presents a comprehensive theoretical analysis of the psychological consequences of conspicuous consumption for youth mental health within the context of the contemporary globalized consumer society. The relevance of this study is determined by the significant intensification of the role of material status symbols, prestige, and pervasive social comparison in the digital environment, which shapes a steady orientation among young people toward seeking external approval and the visual demonstration of life success through specific consumption practices. Conspicuous consumption is examined as a complex, socially conditioned phenomenon that extends far beyond the satisfaction of utilitarian needs and acquires profound psychological significance in the processes of identity formation, self-presentation, and social identification of the modern individual. Based on a synthesis of concepts involving symbolic consumption, materialism, and self-determination theory, it is substantiated that systematic involvement of young people in conspicuous practices is closely associated with a decline in mental health indicators, including increased financial anxiety, emotional tension, chronic stress, and an overall decrease in subjective psychological well-being. It is proven that an exaggerated orientation toward external standards of success undermines inner psychological autonomy and contributes to the formation of unstable, “mirror” self-esteem that depends entirely on fluctuating social evaluations and external feedback. The article analyzes the key mechanisms through which consumer behavior affects mental health, specifically highlighting the processes of upward social comparison, the internalization of consumer ideals, and the depletion of self-control resources resulting from impulsive buying behaviors. Particular attention is given to the analysis of protective (buffer) factors, where psychological autonomy, the dominance of intrinsic motivation, critical thinking regarding media influences, and a developed capacity for self-regulation play a leading role. The findings of this theoretical analysis can be integrated into modern programs for psychological prevention, the correction of consumer addictions, and comprehensive mental health support for the youth population.