TTLV: Exaggerated Consumption in Japanese Consumer Society

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name:Nguyen Hong Nhat

2. Gender: Female

3. Date of birth: July 28, 1989

4. Place of birth: Hai Duong

5. Decision No. 2797/QD-XHNV-SDH dated December 28, 2012, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student's admission.

6. Changes in the training process: None

7. Thesis title:Extravagant consumption in Japanese consumer society.

8. Major: Asian Studies Code: 60.31.06.01

9. Scientific supervisor:Dr. Kato AtsufumiLecturer in the Japan Studies Program (JSPH), East Asian Office for the Development of General Education, University of Tokyo – EALAI

10. Summary of the thesis results:

- Based on studies of consumer behavior and consumer society, especially T. Veblen's (1857-1929) theory of early ostentatious consumption, this thesis develops the theory of ostentatious consumption in the consumer society stage, clarifying the scope, purpose, and subjects of modern ostentatious consumption, as well as some factors affecting this form of consumption.

- Based on a survey of clothing consumption behavior among several social groups in Japan, this thesis focuses on analyzing the need to display both uniformity and individuality in modern Japanese society.

11. Practical applications:

- The thesis points out that ostentatious consumption stems from the individual's need to interact with society, thereby providing a multifaceted view of the value of consumer behavior, an behavior that seems to be purely economic.

- This thesis contributes to understanding the formation of a consumer society in Japan after World War II, as well as the relationship between individuals and society in modern Japanese society.

12. Future research directions:

- Continuing the research on ostentatious consumption in modern Japanese society, focusing on 1/ other ostentatious needs, and 2/ expanding to other areas of consumption.

- A comparative study of the characteristics of ostentatious consumption in Japan and Vietnam.

13. Published works related to the thesis: None.

INFORMATION ON MASTER'S THESIS

1. Full name:Nguyen Hong Nhat                 2. Gender: Female

3. Date of birth: July 28, 1989 4. Place of birth: Hai Duong

5. Admission decision number: 2797/QD-XHNV-SĐ dated December 28, 2012 by the Rector of University of Social Sciences and Humanities, VNU - Hanoi

6. Changes in academic process: None

7. Official thesis title: Conspicuous consumption in the consumer society of Japan

8. Major: Asian Studies Code: 60.31.06.01

9. Supervisors: Dr. Kato Atsufumi, Project Assistant Professor, Zensho-UT Japan Studies Program at VNU-Hanoi (JSPH), East Asia Liberal Arts Initiative, College of Arts and Sciences, University of Tokyo

10. Summary of the findings of the thesis:

- Based on studies of consumer behavior and consumer society, particularly the theory of T. Veblen (1857-1929) about conspicuous consumption at the early period, the thesis has attempted to develop the theory of conspicuous consumption in the period of consumer society, clarifying the scope, purposes and subjects of modern conspicuous consumption as well as some of factors affecting this consumption.

- Based on a survey on fashion consumer behavior of some social groups in Japan, the thesis has focused on analyzing the demand of individuals in showing off their uniformity and distinctiveness in the modern Japanese society.

11. Practical applicability, if any:

- The thesis indicates that conspicuous consumption comes from the need of individuals to interact with the society, thereby providing diversified perspectives on the values ​​of consumer behavior which is often viewed as a pure economic activity.

- The thesis contributes to the understanding of formation of a consumer society in Japan after the World War II as well as the relationship between individual and the society in the modern Japanese society.

12. Further research directions, if any:

- Continuing survey on conspicuous consumption in modern Japanese society, which is supposed to focus on the other purposes of conspicuous consumption, or expanding the study to other consumer sectors.

- Comparing features of conspicuous consumption between Japan and Vietnam.

13. Thesis-related publications: None.