CONSPICUOUS CONSUMPTION IN ACADEMIA: GENERALIZED ADDITIVE MODELING OF RUSSIAN STUDENTS’ BEHAVIORS AND ATTITUDES FOR SOCIAL POLICY NEEDS

Abstract

In the present article, the authors consider how conspicuous consumption and status-seeking
behavioral practices shape interaction in student groups in Russia. For tackling these issues,
the authors employ the method of social survey followed by data analysis using generalized
additive model, advanced regression technique for prediction and classification. This method
has a greater explanatory power in comparison to other regression models due to capturing
nonlinearities in data, which is frequently a case in social sciences. The results of application
of generalized additive model confirm that students’ conspicuous consumption is in many
ways triggered by comparison with a reference group. The authors have also identified the
effect of belonging to a certain social class, as status exposure is particularly observed in the
upper and lower class. The latter employ it to overcome dissatisfaction and exclusion.
Moreover, such variables as academic performance, the discipline of study, and geographic
location also affect conspicuous consumption. No significant effect of gender has been found.
Based on conclusions, the authors outline policy recommendations for academic institutions
on how to eliminate status exposure through consumption in academia.