SOCIO-PSYCHOLOGICAL FEATURES OF THE MENTALITY OF THE X, Y AND Z GENERATIONS MANIFESTED IN THE SITUATION OF CHOOSING CONSUMER GOODS

He article is devoted to the study of the socio-psychological features of the mentality of generations X, Y and Z, manifested in the situation of choosing consumer goods. Based on empirical data collected using a set of psychodiagnostic techniques, differences in types of mentality, personality traits, attitudes of perception of social objects, as well as in the structure and motivation of conspicuous consumption were revealed. It is shown that representatives of different generations use consumption as a tool for socialisation, self-affirmation and identification, but they do it in different ways: Generation X relies on the values of prestige and functionality, Generation Y - on a balance between status and individuality, Generation Z - on creativity, fashion and self-expression in the digital space. The results obtained can be used in the development of differentiated marketing strategies and in the study of the transformation of consumer culture in a post-industrial society.