ПСИХОЛОГІЧНІ ОСОБЛИВОСТІ ВЗАЄМОЗВ’ЯЗКУ СПОЖИВЧОЇ ПОВЕДІНКИ ТА РЕЛІГІЙНОЇ ОРІЄНТАЦІЇ ОСОБИСТОСТІ

Abstract

The article briefly analyzes the concept of «consumer behavior» theoretically and characterizes it’s main types: «individualists», «innovators», «fashionistas», «traditionalists», «conservatives», «situativists», «indifferents». A number of factors through which religion affects consumer behavior are substantiated. The peculiarities of the external (extrinsic) and internal (intrinsic) religious orientations are revealed. The purpose of the research is formulated – to investigate empirically and interpret theoretically the predicted relationships between types of consumer behavior and features of personal religiosity (external and internal). Based on the results of the research, it was established that indicators of both extrinsic and intrinsic religiosity of the respondents are to the greatest extent interconnected with the tendency to demonstrate psychological features of the «Innovator» type. It was found that extrinsic religious orientation is more unambiguous in terms of explained correlations with various types of consumer behavior. As it was empirically proved, in this context extrinsic religiosity is completely «individualistic» and «situational», as well as mostly «innovative» and «fashion-oriented»; instead, intrinsic religiosity has a contradictory system of correlations with manifestations of major types of consumer behavior. In connection with the obtained results, the prospects for further research are determined, related, in particular, to the additional study of the internal homogeneity of the intrinsic items of the «Religious Orientation Scale» by G. Allport and J. Ross.