Investigating the psychological and behavioral factors affecting conspicuous consumption

Document Type : Research Paper

Authors

1 Ph.D. Student in Business Administration, Faculty of Management and Economics, Tehran Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Associate Professor, Department of Business Management, Faculty of Management and Social Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran. (Corresponding Author)

3 Professor, Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.

Abstract

Introduction: People who consume for show are trying to gain the admiration and attention of others by consuming luxury goods, and this often causes anxiety, preoccupation and depression in them. The prevalence of dramatic consumption in the community endangers the mental health of the community. The purpose of this research is to investigate the antecedents and consequences of the consumption of luxury goods among the academic community and seminarians of Iran.
Methods: The current research is descriptive-survey-correlational in terms of method. The statistical population of the research is all students and seminarians studying in Tehran and Qom. Considering the limitedness of the statistical population, the sample size of 384 people was considered through Morgan's formula and they were selected according to the number of people through simple random sampling method.
Results: The results of the studies led to two conceptual models (one model in the seminary and one model in the university) which were used to obtain research hypotheses. Data analysis was done through the structural equation model.
Conclusion: The results of each study show the difference between the first and second groups and state that students are more inclined to consume luxury goods and students are less inclined to show consumption and seek to control it.

Keywords

References

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medical journal of mashhad university of medical sciences
Volume 64, Issue 2
July and August 2021
Pages 3083-3099

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