Motivation for "tattoo" or what justifies the costs of self-expression of an individual

The purpose of the article is to identify new trends in the perception of tattoos in modern society with an additional focus on analyzing the motives for making decisions about their application, including the financial aspect of the costs of this type of self-expression of an individual. The object of the study - dominant reasons/factors of tattooing in modern realities. Subject - modern trends in the perception of tattoos by different categories of working Russians with a focus on identifying contradictions between self-actualization through tattooing and emerging obstacles from society. The authors use analytical approaches and statistical methods of comparison in analyzing secondary and obtaining primary data on the studied problems. Data from the authors' 2023 surveys were used as primary data. The method of content analysis of statements during the thematic discussion on the portal of pedagogical community was also used. As the research has shown, the situation within society is ambiguous. A significant number of Russians are interested in self-expression through tattooing, but society still has a traditionally wary attitude towards tattoo wearers, especially those employed in social sectors. For tattoo wearers, regardless of their professional credentials, there are often significant barriers to employment and career advancement. Despite this, the study shows a growing trend in the number of tattoo wearers. Those who have already got them earlier are ready for further financial expenditures for renewal of old and application of new tattoos. The amount of money that respondents plan, want and can spend on tattooing, despite the difficult economic situation, reaches 100 thousand rubles. The results of the study can be practically significant for scientists, specialists, as well as researchers of consumer behavior of Russians from the point of view of economic aspects of decision-making on new types of goods and services and the formation of spending on self-expression.