Abstract
Objective of the study is to identify the impact of crisis periods (including the pandemic and the beginning of a military special operation in Ukraine) on the demonstrative consumption of Russians. The methodological basis of the research: a transdisciplinary scientific paradigm focused on overcoming disciplinary limitations and obtaining holistic scientific knowledge about the impact of crisis periods on the demonstrative consumption of Russians. Research results. The fight against the coronavirus pandemic, the complication of the international situation and the beginning of a military special operation on the territory of Ukraine have influenced the behavior and state of value orientations of Russians. This influence contributes to the formation of a tendency to displace in the future from the socio-cultural space the value bases and patterns of demonstrative consumption that have developed in the context of the “consumer society”, and the restoration of the regulatory and motivational functional val ues of collectivism and mutual assistance in more difficult conditions. Prospects of the study are connected with further research of the value bases and patterns of demonstrative behavior in Russian society in the context of transformational geopolitical processes.  
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