MECHANISMS OF YOUTH’S SOCIAL PERCEPTION OF GOODS OF THE PREMIUM CATEGORY AND THEIR ADVERTISING

Abstract

In order to identify the mechanisms of young people’s social perception of premium products and their advertising a study was carried out using the standardized interview method on a sample of 5 women and 5 men. It was revealed that the use of several “premium” colors and a well-known model, who should not be stripped, is a sign of advertising premium products in the absence of the brand indication. Social perception of premium goods by young people is also determined by the demonstration of stereotypical signs of high social status. The presence in the advertising of premium products of signs of a simpler and more relaxed lifestyle distorts their perception towards a decrease in the price category (sports style, lack of clothing on the advertising model) in the absence of the brand indication. These data provide an understanding of how a social object such as a premium product is identified, what factors can influence it, and also indicate areas of new research.

Keywords

• advertising psychology
• consumer psychology
• social perception of objects
• attitude to oneself and others
• qualitative research methods