In a sense, life was relatively simple back in the Soviet Union days. Consumers had few choices, and material aspirations were limited to the unholy trinity of “apartment, car and dacha”. That said, homo Sovieticus spent enormous amounts of time and energy in chasing material goods ranging from potatoes to nylon stockings and cars.
A part of Soviet consumer behavior was about satisfying basic needs (as in the potatoes example above). But there was a discernible element of conspicuous consumption as well. Possession of a luxurious Pobeda car was deemed an...