Social architectonics of the market price: Basic principles behind the perception of prices by Russian consumers (The case of Moscow)

This article decomposes the perception of prices by Russian consumers. The data of in-depth interviews with economically active residents of Moscow demonstrates that the interpretation of price can be thematized according to four main areas: "not to be deceived," "it is not a poor person who checks prices, but a smart one," " people 'like me' buy at those prices," and "not every product can be bought without regard to the price." The study shows that Russian consumers are more and more artfully mastering the grammar of the market price. Prudence in relation to prices and expenses is obtaining its own place among the cultural values in Russia where the ability to prodigious waste as an indicator of social success had been prevailing.