Translated material
Mental accounting
On financial behavior of congenital and acquired
Minimalism against consumerism, this is what the ratio of consumer requests for children and fathers looks like today. In the world of commodity abundance, a modern teenager has to independently develop financial strategies, since the experience of previous generations does not meet the proposals of the day.
By and large, the time of active consumption is coming to an end - simply because the hungry from Soviet times has already been saturated, and the current youth grew up in the worst years. In order to evaluate the scale of changes, it is enough to compare the advertisement of twenty years ago and the modern, designed for a young active audience to understand that the simplest product now requires intellectual presentation, otherwise it will simply not pay attention to it.
Of course, there are such simple and eternal things as the pleasure of shopping, the desire to confirm social status, but here everything is not as obvious as, say, in the Middle Ages, when a social situation could be determined by the quality of the fabric. And if schoolchildren today are still “measured” with iPhone models, then, having matured, they begin to look at the choice of stamps from a practical point of view. For this reason, the prestige of the brand plays a positive role - the quality of the product guarantees its reliability, which means that it eliminates the new chores for buying, which can be delayed for several days if you go to the global market.
The behavioral economy undertook to study circumstances that affect the choice of people. And one of the curious discoveries was the fact that losses are experienced much more emotional than good luck, regardless of the size of loss or acquisition. For anyone, however, it became the news that the money that parents give and which is earned by young people independently are spent in different ways. Sometimes what the schoolboy went to earn extra money suddenly becomes unimportant, and the entire amount goes to entertainment, which would be conscientious to pay from parental spending.
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Irina Tochilinskaya
The head of financial research is told about children and financial security Nafi Irina Tochilinskaya
On the other hand, the study that was conducted in Nafi showed that only a third of the surveyed families, one way or another, attracts children to plan their budget. Therefore, the guys learn from each other to spend money. “Our survey showed,” says Irina Tochilinskaya , the head of financial research, “more than 60% of children, all their pocket money is almost immediately spent on some current needs, without delaying anything. In addition, there are many temptations to buy something on the Internet where there are no age restrictions that are respected in ordinary stores.”
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Voxpop SelfMoney
It so happens that children, even studying at the university, earn more their parents. However, this does not greatly change their financial behavior. The students of the RANEPA shared their experience:
- When I make money myself, I can spend it very quickly, because, basically, I earn more than I get from my parents. I can make rather rash purchases, because I know that they will give me more if I ask. But, accordingly, they will give me a limited amount.
- Indeed, it is very difficult when you are constantly given money, to appreciate it. The value for money begins to manifest itself when you begin to earn them yourself. In fact, I begin to work precisely in order to learn how to appreciate the money that my parents go with great difficulty.
- For me, the question arises not of the one whose money I will spend, but what I need, whether I have any unplanned expenses during this period of time.
- It seems to me that the essence of the matter is the accessibility of money. Someone can give money once a week or once a month. And a person can spend them reasonably. And this differs little from the money earned, which can appear with approximately the same regularity.
One way or another, but in the life of any young man the time comes when you have to earn yourself and choose financial priorities. And it is during this period that such a conscious consumer position as minimalism begins to appear. This does not mean that a person denies himself everything - he simply puts priorities, in accordance with interests and desires. Just against the background of consumer appetite of the older generation, this behavior really looks like minimalism.
Money in Moscow and Sterlitamak
Ivan , hitchhiker:
- At my age, with a lack of experience and financial support, you have to quite carefully and carefully choose what you are investing in. The options are different - buy a book, go to a bar or a night club. I have good friends from the so -called majors and those who themselves have decently earned and can litter with money, and there are marginally tuned friends who drink cheap alcohol on the street.
I prefer to travel by hitchhiking, because in this way I manage to save significantly. If there is no such opportunity, the number of trips, of course, would be reduced. And I would have accumulated funds longer to get out. But I cannot abandon one of my main hobbies - to travel, to receive new emotions, to learn new things, to get acquainted with new people. I would just have to earn more.
Like me, travelers like me, mainly truckers are brought by - from boredom. And by the way, they usually do not complain about salaries. And when I am looking for overnight in an unfamiliar city, I learn a lot of different stories. For example, in Voronezh six months ago I lived with a girl who worked at McDonald's. And when I asked her: “You are working temporarily, because you are studying there?”, She replied: “Yes, no, I finished the psychosphere a year ago. This is my goal-to build a career at McDonald's, because in Voronezh only McDonald's can provide good career growth to go out a few years to salary up to 70-80 thousand.”
Once I ended up in Sterlitamak, where residents are engaged exclusively with salt production, and there I worked part -time at the plant for 70 rubles per hour, which were not yet fully paid, since the salary is gray. And since I write all the time - poems, essays, I just can’t help but write, I need paper and a pen, or a pencil. And while I lived there, I drove on a free bus to the IKEA store, 40 kilometers to take free pencils. And he wrote on technical paper from the factory or on a wrapping oiled, as he agreed with the merchant cheese, which was holding the store nearby.
Anna Chernykh , minimalist, blogger :
- In fact, it all depends on what you do instead of consumption. Fixing to the restrictions is quite strange. Personally, I like to communicate with friends, read, create, write. Yes, at the same time I buy something, but this is definitely a small and insignificant part of my life. And I do not think that I, who does not buy everything that they offer me, is not good enough. Although all the time we are imposed on us that if you do not buy, then you are some wrong. All advertising is built on this.
The ideas of minimalism came to me, rather, through the ecology, through an interest in what is happening in the world: huge overproduction, an oversupply of all garbage. It became interesting, and what I can do, how I can arrange my life in such a way that it is convenient for me, and at the same time not to throw out an extra piece of garbage. In addition, spending time and money on shopping, finding paid entertainment, I'm just bored.
Moreover, reasonable consumption is in no way connected with the level of funds for which I live. I have a child that I care about for whom I earn money. Yes, there is some level not so much status as convenient things. I will definitely buy an iPhone and macbook - this is what I use and how it is convenient for me to use. This is just a good, high -quality thing. And I will be invested, rather, in expensive things, but I can use them longer so as not to buy cheap and not throw it all over. I also spend money on study. And for psychotherapy, because I think that this is the most suitable way of self -knowledge for me. In addition, I spend money on some pleasant procedures, for example, fleeting (this is such a soaring in warm water).
Behavioral economy
Vladimir Spiridonov , Dean of the Faculty of Psychology of the Institute of Social Sciences of the RANEPA:
- The behavioral economy is such a peculiar area between economics and cognitive psychology. We study how people make decisions what factors affect the choice of life partner, a product in a store, a profession, a place of training, and so on. He is trying to figure out what our contemporaries, compatriots pay attention to when they are in a situation of choice.
I must say that the younger generation uses the technology much tougher - more precisely, with fewer errors. They are not afraid to go one way several times, checking their guesses, choice and so on. As for global things, there are no big differences. Say, behavioral economists terribly love to describe such a thing as "mental accounting." As any organization leads its accounting, so each of us conducts some of our calculation of money, bonuses, services, and so on. And here it turns out that a huge number of economic indicators are violated in mental accounting.
A huge number of economic indicators are violated in mental accounting
For example, you divide money from expenses: for food, on vacation, for the education of children. And in an amazing way, although everywhere there are the same rubles or dollars, the money does not flow from the account to the account. In some way, these rubles are for one, and these rubles are on the other. It is clear that from the point of view of direct money or numbers, this is one and the same, however - no! Or, say, the money received from parents and the money that is made independently is two different sets of money. They are spent differently, and they are different about them. There is some kind of amazing psychological truth that distinguishes us from rational agents running around the market.
The consequences of total Internetization are both positive and negative. Here, generally speaking, the impact on the cognitive sphere is greatly exaggerated. There are not very much significant, fatal changes. The main nuisance is that if the generation of fathers knows how to get information from different sources, even bypassing the Internet, but also there, then the first thing that comes to mind to a young man when he is asked a difficult question is Google, of course. There is a clear loss in this regard. On the other hand, young people also take the opportunity to ask something or find out from other people, and yet learned to work with information, to seal something, to choose something. Although problems with critical thinking as they were and remained.
There is everything on the market, you just need to look
As for advertising or bloggers, in one way or another advertising goods ... We endow them with specific psychological features, hence our trust. And there are no significant differences with the pre -Internet era, the mechanisms work the same. It is clear that advertising on the Internet is annoying on the Internet, but strong psychological defenses arise quite quickly. For example, banner blindness is such a standard reaction of a modern person who does not see banners on the site, in the literal sense. Therefore, banners simply come to naught as a form of advertising. I think that with all other designs the struggle goes exactly the same.
You can see what has happened to the West over the past 50 years since the consumer culture has occurred. Nothing terrible happened. Yes, the consumption society has established itself and it began to develop further somehow. Things that lie across consumption related to some limit values, with eternal matters, the same science or volunteering in hospices and so on have not disappeared anywhere. In this regard, I would not expect any significant cataclysms. Society should get used to the fact that it lives in the conditions of "Nerlod". There is everything on the market, you just need to look.
The price of free "buns"
Julia Blynskaya , account-director of the Internet agency "Textrara" :
- It cannot be said that the young generation is more difficult to lure, quite the opposite - now marketers are much easier. Young are online all the time, and online is easy to observe, collect data, analyze. However, in fact, they are not so defenseless, since our brain filters aggressive advertising.
Now, it seems to me, the main trend in advertising is a video. In particular, the YouTube channel for any categories of goods has become a platform for choice. There, young people make a choice, they evaluate, compare, and so on. This is the main trendy thing that has prevailed recently. It is clear that large texts or some blurry advertising no longer work. It is necessary about the main thing - briefly, modern, brightly and, in general, targetedly. Excess advertising only outrages.
They want to be unique and buy cheap
In addition, young people are quite rational. This is not to say that they are impulsive. They grew up and formed during a huge choice, so they are already able to choose now. And they have quite high needs: they want to be unique, buy cheaply and so on. Therefore, first you need to give something useful: information, interesting content, and only then you can hope that you will get something from you.
Moreover, the global choice just led to the tendency that we are no longer choosing young buyers, but they are us. Therefore, they first offer them free "buns". And the brands are already giving today - they start a blog, lead social networks, create materials. Although doing all this is difficult, expensive and laborious. Nevertheless, the brands are going on, and this trend will develop.