Social Construction of Demand in the Market of Psychological Services

The purpose of the current study is to investigate the Moscow market of psychological services through the description of social construction of demand. The empirical basis was presented by the providers of services and clients who have an experience of consultations with psychologists. Finally the author comes to the conclusion that the consumption of psychological services is not the current vogue, but rather the necessity dictated by the reality of life in big cities. Besides, the technological aspects are used to lead to the consumers’ transformation in the case of expectations concerning the content of the services. What is more, providers of services are analyzed as an aggregated clique, whose members are constantly in monitoring of each other’s marketing strategies. This obstacle is the key one to understand how the demand becomes a social construct. All in all, it was proved that the social reality makes the individuals be in search of other ways of psychological services consumption reducing the allotted on it time.