Samarbayeva. [Features of consumer behavior of urban youth in the context of social and psychological development of personality: Abstract of the dissertation]

Abstract:
The dissertation considers connection between consumer behavior and self-concept structure peculiarities. It had been discovered, that personal values and lifestyle determine consumer behavior. In consumers, oriented on external world, social identity is prevailed, in those, oriented on internal world, personal identity prevails. Cognitive constituent of self concept depends on nearness of real and ideal self. According to presented research, consumer’s choice is although aligned with locus of control.