Abstract
In this article, the author examines the basic conceptual orientations of the processes of formation of a con-sumer society, boundaries with individuals: micro-conflict and micro-functional. In modern models, the media-tor in the consumption process is the brand. As the author's analysis based on data from scientific publications has shown, today there is no generally accepted method for measuring consumerism. The article hypothesizes about the relationship between attitudes toward brands and consumerism, as well as the inclusion of attitudes toward brands in consumerism as a complex multidimensional sociological variable. To test it, a mass survey of Russians over the age of 18 is being conducted, including using the author’s consumerism research scale. The moderate spread of Russians' consumption values is revealed, and significant correlations between con-sumerism and a number of socio-demographic characteristics is described.
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