PhD (Soc. Sci.), Senior Researcher of the Department of Sociology, Institute of Scientific Information for Social Sciences of the Russian Academy of Sciences; Senior Lecturer at the National Research University “Higher School of Economics” (Moscow, Russia)
Research on Holiday Sales: behavior, motives and attitude of buyers to Black Friday. (Review)
The review discusses approaches to describing Black Friday, the annual sales day, which originated in the United States and has spread around the world. The textanalyzes the attitude of buyers to Black Friday, their behavior during the days of sales, rituals and emotions related to partaking in this «festivals of consumption». Black Friday is seen as part of the consumption culture, market relations, and capitalism.
Keywords: Black Friday; consumption; buying behavior; holiday; ritual; emotions.For citation: Dolgov A.Y. Research on holiday sales: behavior, motives and attitude of buyers to Black Friday. (Review) // Social novelties and Social sciences. – No 2. – p. 140-148.
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