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


1. Edgell S. Thorstein Veblen's theory of evolutionary change. The American Journal of Economics and
Sociology. 1975;34(3):267-80.
2. Jaikumar S, Singh R, Sarin A. ‘I show off, so I am well off’: Subjective economic well-being and
conspicuous consumption in an emerging economy. Journal of Business Research. 2018;86:386-93.
3. Souiden N, M’Saad B, Pons F. A cross-cultural analysis of consumers’ conspicuous consumption of
branded fashion accessories. Journal of International Consumer Marketing. 2011;23(5):3.43-29
4. Chipp K, Kleyn N, Manzi T. Catch up and keep up: Relative deprivation and conspicuous consumption in
an emerging market. Journal of international consumer marketing. 2011;23(2):117-34.
5. Bagwell LS, Bernheim BD. Veblen effects in a theory of conspicuous consumption. The American
economic review. 1996:349-73.
6. Eastman JK, Goldsmith RE, Flynn LR. Status consumption in consumer behavior: Scale development and
validation. Journal of marketing theory and practice. 1999;7(3):41-52.
7. O’cass A, Frost H. Status brands: examining the effects of non‐ product‐ related brand associations on
status and conspicuous consumption. Journal of product & brand management. 2002.
8. Talebi A, ramezani m. Consumerism Inhibitors on Residents of KashanCity. Journal of CultureCommunication Studies. 2018;18(40):157-82.
9. Kheiri B, Fathali M. Investigating Effective Factors on Purchase Intention of Luxury Products. Jounal of
Marketing Management. 2016;10(26):1-24.
10. Vohra AV. Materialism, impulse buying and conspicuous consumption: A qualitative research. Global
Business Review. 2016;17(1):51-67.
11. Lewis A, Moital M. Young professionals’ conspicuous consumption of clothing. Journal of Fashion
Marketing and Management. 2016.
12. Panahi A. Factors affecting pretentious consumption and self-presentation attitude on the intention to
purchase Lexus brand luxury goods. Tehran: Kharazmi University; 2016.
13. Seidinia A. Consumption and consumerism from the perspective of Islam and economic sociology.
Scientific Research Quarterly of Islamic Economics. 2018;9(34):151-78.