Emotional Commerce: The Phenomenon of Economic Influence on Relationships

Introduction The modern world is characterized not only by economic activity but also by the influence of economics on various aspects of human life, including relationships between people. Emotional commerce, or the influence of economic factors on relationships, is an important area of study, especially in the context of contemporary corporate culture and social interactions. As Max Weber states in the book The Protestant Ethic and the Spirit of Capitalism: ‘Man is dominated by the making of money, by acquisition as the ultimate purpose of his life. Economic acquisition is no longer subordinated to man as the means for the satisfaction of his material needs. This reversal of what we should call the natural relationship, so irrational from a naïve point of view, is evidently as definitely a leading principle of capitalism as it is foreign to all peoples not under capitalistic influence’ [Weber, 1992: 18]. This dominance of economic factors in human life has led to a reevaluation of traditional values and social norms. Relationships between individuals are increasingly influenced by economic considerations, leading to a commercialization of emotions and interactions. The pursuit of financial success and material wealth has become a central focus for many, often overshadowing other aspects of life such as personal fulfillment and genuine human connection. This shift in priorities, as noted by Weber, is a defining characteristic of contemporary capitalist societies and has profound implications for the way individuals relate to one another and to the world around them. In this research we will examine the perception of relationships amongst modern young adult demographic. We have decided to find out, whether modern youth is susceptible to emotional capitalism or whether feelings, emotions, and faith in destiny are the most important things for young people in terms of relationships. Given the mentality of Russians, we believe that emotional capitalism has not fully rooted in the minds of Russian young adults. Nonetheless, we assume that echoes of emotional commerce will still be found, as the ideology of capitalism firmly lives in the consciousness of modern man. To get to the heart of the matter, we formulated three main questions, having answered which, we would be able to confirm or refute the hypothesis put forward. The subjects of our interest have become the importance of the culture of intelligence or smartness for romantic relationships, the role of personal characteristics which are the most important for business in building strong relationships and the existence of certain rules of behavior when it comes to relationships. This way, in this research we will answer the question, whether emotional commerce or emotional capitalism is a dominant concept for Russian young adults when it comes to building relationships.