THE FORMATION OF DEMONSTRATIVE CON-SUMPTION IN THE SOVIET PERIOD OF RUSSIAN SOCIETY HISTORY

Objective of the study − analysis prerequisites for formation demonstrative consumption in modern Russian society that took place during Soviet period its development. Methodological basis research: a transdisciplinary scientific paradigm focused on overcoming disciplinary limitations and obtaining holistic knowledge about essence society. Research result. The author traces changes attitude to consumer behavior population from pre-revolutionary period, when values attitudes were dominant, genetically dating back ascetic socio-cultural code formed under influence Orthodox religion, late one, characterized by presence double standards among mass stratum representatives party-Soviet nomenclature. Showing how, conditions chronic commodity shortage, including artificially created, an association was between elite socio-status positions nomenclature brand consumption, substantiates rootedness practices Russians realities with ambivalent official ideology promoted household asceticism labor ethos based reformatted traditional code.   Prospects connected further society, especially era global geopolitical transformations sanctions policy, which entail transformation not only but throughout world.