Role of coping behavior strategies and psychological defense mechanisms in the formation of the youth’s propensity to make irrational purchases

In recent years, there has been a significant increase in interest in the consumer behavior of young people. Young people are the most mobile, energetic and actively developing part of society, which is a source of updates. Often, this age group of people is subject to the desire for immediate satisfaction of their needs, which leads to irrational consumption. To predict the consumer behavior of young people, it is important to determine what causes influence the propensity to make rash purchases. The relevance of this study lies in an insufficiently accurate study of the propensity to make irrational purchases. The aim of this paper is to determine the role of psychological defense mechanisms and coping behavior strategies in the formation of subjects’ propensity to make irrational purchases. The comparative analysis allowed us to determine the role of coping behavior strategies and psychological protection mechanisms in the tendency to make irrational purchases (purchases at all costs first). The empirical study involved 300 people aged 18 to 30 years. Research results have shown that young people, through making irrational purchases, increase their mood and reduce the level of depression.