Ања Митић, Ивана Петровић, Вељко Ђурић

DOI Number
First page
Last page


The subject of the paper was to examine the effect of conspicuous consumption on the perception and attitudes of young people in Novi Sad and Niš (Serbia). The paper presents the results of the experimental empirical research, aimed to investigate the role of this phenomenon in social interaction and the perception of youth. Experiment has been preceded by extensive non-experimental study with the aim to investigate the attitude of youth towards luxury goods, especially clothes. The experiment tested whether and how logos of expensive brands on the clothes affect the perception of the person wearing them. The results confirmed the existence of significant differences in thirteen of the fifteen selected features. The aim was to indicate the presence and role of conspicuous consumption in the contemporary context, as well as to point out its influence in the social interaction and perception of young people.



conspicuous consumption, luxury goods, social perception, youth

Full Text:

PDF (Cрпски)


Bordijar, Ž. (1991) Simbolička razmena i smrt [Symbolic Exchange and Death]. Gornji Milanovac: Dečje novine.

Breward, C. (1995) The Culture of Fashion. Manchester: Manchester University Press.

Corneo, G. & Jeanne, O. (1997) Conspicuous consumption, snobbism and conformism. Journal of Public Economics, 66, (1), 55–71

Dawis, F. (1994) Fashion, Culture, and Identity. Chicago: University of Chicago Press.

Fisher, R. A. (1915) The evolution of sexual preference, Eugenics Review, 7, 184–192.

Griskevicius, V., Tybur, J. M., Sundie, J. M. , Cialdini, R. B. , Miller, G. F., Kenrick, D. T. (2007) Blatant Benevolence and Conspicuous Consumption: When Romantic Motives Elicit Strategic Costly Signals, Journal of Personality and Social, 93, (1), 85–102.

Johnstone, R. A. (1997) The evolution of animal signals. Behavioural ecology: an evolutionary approach. Blackwell, Oxford, 4, 155–178.

Johnstone, R. A. (2002) Signalling of need, sibling competition, and the cost of signaling. Proc. Nat’l. Acad. Sci. USA, 96, 12644–12649.

Kosanović, B., Vukičević, L., Đurić, V. (2011) Metrijske karakteristike i faktorska struktura skale za ispitivanja odnosa prema upadljivoj potrošnji [Metric Characteristics and Factor Structure for Attitude toward Conspicuous Consumption Scale]. Civitas, 2, 24–33.

Luxen, M. F., and Buunk, B. P. (2006) Human Intelligence, fluctuating asymmetry and the peacock’s tail: General Intelligence (g) as an honest signal of fitness, Personality & Individual Differencces, 41,(5), 897–902.

Miller, G. F. (2009) Spent: Sex, Evolution, and Consumer Behavior. New York: Viking Adult.

Mitić, A., Velov, B., Đurić, V. (2010) Stav prema upadljivoj potrošnji i interpersonalne vrednosti kod mladih [Attitude toward Conspicuous Consumption and Interpersonal Values of Young People]. Zbornik radova sa Međunarodnog naučnog skupa „Društveni izazovi evropskih integracija – Srbija i uporedna iskustva”, 105–113. Novi Sad: USEE.

Mitić, A., Vukičević, L., Đurić, V. (2012) Makijavelizam i stilovi socijalne kompeticije kao prediktori stava prema upadljivoj potrošnji [Machiavellianism and Social Competition Styles as Predictors of Attitudes toward Conspicuous Consumption]. 18. naučni skup Empirijska istraživanja u psihologiji, 118–119.

Roksić, T., Mitić, A. (2012) Životni stil i odnos prema upadljivoj potrošnji kod nosilaca različitih životnih stilova [Lifestyle and Attitude toward Conspicuous Consumption]. 18. naučni skup Empirijska istraživanja u psihologiji, 123–124.

Sherif, M. & Sherif, W. C. (2008) Problems of Youth: Transition to Adulthood in a Changing World, New Jersey: Transaction Publishers.

Sundie, M. J., Griskevicius, V., Vohs, K. D., Kenrick, D. T., Tybur, J. M., Beal, D. J. (2011) Peacocks, Porsches, and Thorstein Veblen: Conspicuous Consumption as a Sexual Signaling System, Journal of Personality and Social Psychology 100, (4), 664–680.

Vasić, J., Vujović, M., Stamenković, S. (2012) Upadljiva potrošnja i narcizam [Conspicuous Consumption and Narcissism]. 18. naučni skup Empirijska istraživanja u psihologiji, 120–121.

Veblen, T. (2008) Teorija dokoličarske klase [Theory of the Leisure Class]. Novi Sad: Mediterran Publishing.

Velov, B., Bosiok, D., Mitić, A., Đurić, V. (2010) Upadljiva potrošnja, osetljivost na interpersonalni uticaj i konformizam kod mladih [Conspicuous Consumption, Sensitivity to Interpersonal Influence and Conformity among Youth], XVI naučni skup Empirijska istraživanja u psihologiji, 80–81.

Vukičević, L., Velov, B., Mitić, A., Đurić, V. (2011) Psihološki korelati pozitivnog stava prema upadljivoj potrošnji [Psychological Correlates of Positive Attitudes toward Conspicuous Consumption]. Knjiga rezimea: XVII naučni skup Empirijska istraživanja u psihologiji, 143–144.

Vukičević, L., Mitić, A., Đurić, V. (2012) Socijalna anksioznost i odnos prema firmiranoj garderobi kod učenika šestog i sedmog razreda osnovne škole [Social Anxiety and Attitude towards Branded Clothes among Pupils of the Sixth and Seventh Elementary School Grades]. 18. naučni skup Empirijska istraživanja u psihologiji, 118–119.


  • There are currently no refbacks.

Print ISSN: 0353-7919
Online ISSN: 1820-7804