VOLITIONAL SELF-REGULATION AS A BUFFER AGAINST SOCIAL PRESSURE TO PURCHASE LUXURY GOODS AMONG THE YOUTH

Abstract

The article presents an expanded theoretical analysis of the phenomenon of volitional self-regulation as a buffer against social pressure influencing luxury consumption among young people. The study reveals how volitional processes, self-control, and intrinsic motivation can mitigate the impact of social-normative and media factors that stimulate demonstrative or impulsive buying behavior. The theoretical review integrates both classical and modern approaches to the understanding of self-regulation (A. Bandura, R. Baumeister, C. Carver, M. Scheier), social comparison theory (L. Festinger), and normative influence theory (R. Cialdini), as well as interdisciplinary studies in consumer psychology, economic psychology, and social motivation. The paper focuses on the interaction between internal behavioral regulators (willpower, self-observation, planning, goal-setting) and external social stimuli (peer-group pressure, ideals of success, cultural symbols of prestige). Based on the synthesis of empirical and theoretical sources, it is substantiated that volitional self-regulation performs a dual function: on the one hand, it ensures an individual’s resistance to the persuasive influence of advertising and social media; on the other, it fosters a conscious attitude toward one’s own financial capabilities and consumption limits. It is shown that young people with a high level of self-control demonstrate a greater ability to delay gratification, manage emotional impulses more effectively, and are less likely to make decisions driven by status motives. Such individuals tend to rely on internal values rather than external approval, which makes them less vulnerable to fashion trends and media manipulation. Conversely, a low level of self-regulation is associated with a higher propensity for financial risk, debt practices, and emotionally charged purchases aimed at short-term self-esteem enhancement. Special attention is paid to the analysis of the cognitive, motivational, and emotional components of volitional regulation. The cognitive component includes goal awareness, consequence forecasting, and behavioral monitoring; the motivational component reflects internal autonomy, self-determination, and responsibility; while the emotional component encompasses the ability to regulate frustration, envy, and social anxiety that arise during comparison with others. The systemic interaction of these components forms a psychological resource that prevents impulsive consumption and contributes to the development of financial literacy and self-discipline among youth. Summarizing current scientific perspectives, the authors propose to consider volitional self-regulation as a key factor of psychological autonomy within the consumer society. It maintains balance between personal needs and social expectations, promotes conscious perception of material goods, and reduces the dependence on external status symbols. In conclusion, the development of volitional self-regulation is emphasized as a crucial condition for fostering critical thinking, financial competence, and psychological resilience among young people. Future research prospects involve empirical examination of the relationships between the level of self-regulation, social comparison orientation, materialistic values, and consumer strategies – which will deepen the understanding of socially conditioned mechanisms of consumer behavior.