These 'events' turn releases hormones, causing pleasure, excitement and euphoria. Therefore, we conclude that a single motivational group buy a pullover made from the finest soft wool, Moet & Chandon champagne and a sports car with 600 horsepower. Different channels of influence directed at a 'consumer' – our pleasure. There are several species hedonic motivation: the pleasure of shopping, the fun of owning a rare thing the pleasure of touch with history, and others. Of course, these more rare manifestations of hedonism are considered by the motivational category. From a social motivation for things more complicated. Focused on her Consumers are paying more for the 'symbolic capacity' things and not for pleasure, which is its consumption. The main idea, which is obsessed with these people – a demonstration of status, success, belonging to a select caste, own uniqueness.
In this case, the actual social situation of these consumers are often very far from ideal. Of course, their way of life can not be called a parody of the elite: even well-off people often seek demonstrate their financial reach others. It is not a question of affluence, but a problem of culture and structure of human values, his character and social orientation. Confident and self-sufficient people increasingly shun demonstrative consumption, especially as they consider their own personal best indicator of success and status than physical attributes and symbols. In the course of the study was found resistant relationship propensity to consume and demonstrative of consumer resources. With increasing income character of a thing for consumers is markedly reduced.