social anxiety and attitude towards conspicuous consumption in sixth and seventh grade primary school students

Our previous research was aimed at psychological underpinnings of the attitude towards conspicuous consumption (displayed through use of designer clothes) in high school and university students, aged 17 to 25. This study examined the relationship between the attitude towards designer clothes and social anxiety in 205 sixth and seventh grade primary school children, aged 12 to 13. Their attitude towards designer clothes was assessed by an abridged version of our standard questionnaire (CC - 28). Social anxiety was evaluated by a psychometric scale SA - 34 that was modeled after the social anxiety scale SA - 32 (Tovilović, 2004) in order to comply with our respondents' age and vocabulary. The data indicated that social anxiety at age 12 -13 is primarily manifested as shyness and the importance placed on the impression that one makes on his/her social environment. Both factors were positively correlated with the positive attitude towards designer clothes indicating that among 12 to 13 year old Serbian children wearing designer clothes enhances personal esteem and attractiveness in the eyes of other group members. At this age, the attitude towards designer clothes can be, at least partially, explained by a belief that conspicuous consumption contributes to increased social acceptance and the feelings of personal respect and safety.