چکیده:
Consumption is no longer the only way to meet essential needs, and the formation of false needs has led to the creation of new forms of consumption. Consumer arrogance means a person's desire to show social superiority through the acquisition, use and display of consumer goods and brands is observed in different classes. The present study seeks to find a phenomenological approach to women's lived experience of the phenomenon of arrogance in consumption and the meaning and concept of this phenomenon from their perspective. The subjects selected by purposive sampling and semi-structured interviews conducted with them and then the collected data analyzed by phenomenological method. Based on the research findings, four main themes of ‘feeling to be known’, ‘creating and maintaining social status’, ‘expressing excellence and competence’ and ‘feeling of inner enthusiasm’ extracted, which include women's lived experience of the phenomenon of arrogance in consumption. It seems that the study and observation of arrogant consumption does not lead to its recognition merely as a consumption behavior, and there are several external and internal contexts that require further study.
خلاصه ماشینی:
Understanding the Lived Experience of Women Regarding Arrogant Behavior in the Consumption of Brands and Luxury Goods Peyman Parvari *1, Mahmood Mohammadian ** Abstract Nowadays, consumption is no longer just a way to satisfy essential needs, and the formation of false needs has led to the creation of new forms of consumption.
Based on the research findings, four main themes, "the feeling of being recognized," "creating and maintaining social status," "expressing superiority and worthiness," and "the feeling of inner longing," encompass the lived experience of women regarding the phenomenon of consumption arrogance.
Arrogance Although some studies have emphasized that individuals use consumption-related behaviors to demonstrate their achievements, wealth, and superiority (Paswan & Naderi, 2016; Lee et al.
Another group of studies has examined the impact of variables such as pride, narcissism, conspicuous consumption, the need for uniqueness, and materialism on the behavioral and emotional actions of consumers, which we have studied and analyzed in this section in line with the theoretical sensitivity of the research.
Individuals who have more consumer arrogance link the superior nature of their purchases with their personality and consider the quality of the products they use to be related to their own superior characteristics (Verbeke et al.
The Soscia study shows that there is a positive relationship between pride and purchase intention, and arrogant consumers perform more word-of-mouth 1 advertising for a brand or product (Soscia, 2007).
4-2- Creating and maintaining social status Unlike the previous theme, here the commonality among the quotes shows that an individual, through arrogant consumption behavior, often uses a luxury or rare brand to express their status.
(
, 
, 
)
