TRANSFORMATION OF CONSUMER PRACTICES: NEW SCRIPTS OF CONSUMER BEHAVIOR AND METHODS FOR ORGANIZING TRADE SPACES

T his article deals with transformation of consumer practices, which become (and maybe have already turned into) the dominated form of social behavior and cannot be described within the model of purposeful-rational action. Utilizing the analytical distinction between “doing shopping” as routine practice, related to satisfaction of basic needs, and “going shopping” as pleasure and leasuretime social activity, this article demonstrates series of changes, resulting in generation of new consumer culture. These changes are compared with a range of transfigurations of the consumers’ spaces (trade spaces), which are at once places (scenes), where consumer practices deploy, and the structural condition of their possibility. According to the logic of the modern man, his focus on fast and diverse consumption and his desire of consuming everything in one place, “in one bottle” on the run, the shopping spaces are becoming the center of new industries-cultural, educational, recreational. The modern retail spaces become not only a place of shopping, but also closely incorporate into the social life of the community and turn into the centers of social life. Effectively combining and managing the various scenarios of consumption, the modern retail helps to feel and join the happiness of live communication in the overbounded with the online social contacts, but atomized world, to get rid of the feeling of emotional emptiness. Special design of retail space and the integration of various social technologies, which are created for manipulating the emotional sphere of the customers (non-standard architectural solutions, catchy window dressing, interior design, background music, aromamarketing, psychologically adjusted range of color, taste and tactile solutions) create a special entertainment and attraction of space, control the consumer and are ready not only to stimulate the purchase, but to form an unforgettable impressions. P roducers and retailers have effectively used knowledge about the transformation of consumer’s practices. They help consumers to feel liberty of choice and shopping, freedom of availability of goods and services (democratic character of process of consumption). Thus, today trade spaces are becoming multipurpose, not only structuring wide scripts of consumer behavior and forms of consumer experience, but also making the contribution to social order.

consumer practice, consumer behavior, trade spaces, consumption

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