From Saver Society to Consumer Society: the Case of the East European Consumer

Since the changes in 1989, East European consumers have experienced an unprecedented move to a market economy. Because the market economy is seen as being a basis for the emergence of a consumer society, this paper tries to understand whether East European consumers will also embrace full fledged consumer society. Based on observations in Bulgaria and Romania, and the literature on consumer behavior in Eastern Europe, we examine the state of consumer society in this region and introduce the notion of the “Saver Society” as a starting point for understanding East European consumers more generally.


Eleonora Axelova and Russell Belk (2009) ,"From Saver Society to Consumer Society: the Case of the East European Consumer", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 824-824.


Eleonora Axelova, York University, Canada
Russell Belk, York University, Canada


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

Read More


When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School

Read More


M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.