Paradox demonstration of mental characters of mass consciousness

Paradox demonstration of mental characters of mass consciousness Evgeni Boychenko Marketing consulting Head of MBA-Marketing University “Mirbis” Davos – Moscow 2010 Evgeny Boychenko

Value Field life wisdom knowledge productive life creativity interesting job health self-confidence active life entertainment love development beauty social recognition money freedom good friends happiness of others happy family life

Everymen Intellectuals Imitators Careerists Hedonists Independent

«Liberté, égalité, fraternité» 1. 2. 3. equality fraternity liberty

Fatherland (home, culture)

Property Practices Accumulation of property Mainly its spending

Let’s imagine that suddenly you become a master of large fortune, for example, a million rubles. How would you use this money?

Characteristics of Customer Behavior to Deposits Saving money at the expense of deposit • saving from oneself • saving from inflation • saving from theft Money accumulation • accumulation as it is • accrual at the expense of interest

Cash Loan 1 Competitive financial terms 2 Reliability of a bank 3 Good prior experience with the bank The bank which quickly 4 approved a request was chosen 5 Recommendations of car dealer manager 1. Car at a car dealer’s>>> 2. Bank out of the list offered by the 43% car dealer 1. Car >>> 2. Know the cost >>> 3. Independent choice of a bank 25% (to take a loan) 1. Bank >>> 2. Car and car dealer 24% 1. Car and car dealer >>> 2. Special credit program of a car producer 8%

extra-strained character of national existence Immensity of vital impulse is shown in extraordinary passion, spirits and sharp fluctuations of national-psychological energy.

Patriotism (love of country)

Fairness social equality equal responsibility to the law and court equality at obtaining main medical services and education in securing correspondence between income and current (previous) work

Self-esteem

Confidence, Stability, Safety their education level and …

… a scale of influence… Individualization Values ? ? ?

What do you think of a healthy lifestyle?

Is a problem of healthy lifestyle as applied to your life activity interesting for you?

Good health (85, 0%) is one of the most important things among other core values “renewable resource” 36% “national” selftreatment method – alcohol 25% The most typical answer on the question about one’s leisure is “I watch TV programs, films” 58%

Immiscible Liquids

popular, ethnic, Dionis nature conventual and ascetic Orthodoxy a vein of orgies and dissipated life Ascetic simplicity to worldly goods Stepan Razin and Emelyan Pugachev Humility to church and government

Russian People Fancily Combine kindness, gentleness and humanity searching for truth individualism, identity all-humanity searching for God humility slavery painful commiseration to one’s sorrow and cruelty, a vein of violence obstinate ceremonialism mass collectivism nationalism militant atheism impudence revolt a vein of torment

Dostoevsky It is a need to go too far, a need for sinking perception, having reached a precipice, to overhang into it by half and, in particular cases, but rather frequent, to precipitate oneself as a mad…

Thank you

Bibliography: Dostoevsky F. M. Brothers Karamazovs; Writer’s notebook Berdyaev N. A. The Origins and Meanings of Russian Communizm Askoldov S. A. Religious Meaning of Russian Communizm Bashkirova E. I. Transformation of Russian Values Gadzhiev K. Reflections on Political Culture of Modern Russia COMCON Company Orekhovskaya N. A. Paradox of mental characters in mass consciousness Boykov V. E. Russians’ Values