Understanding Women's Living Experience of Arrogant Behavior in Consumption of Luxury Brands and Goods

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.