Conspicuous/ pretentious consumption and its effect on Tehrani society

Nowadays we are weirdly surrounded with consuming of goods and material things. Although consumption of various goods has been already removed economic requirements, today everybody uses various goods not for removing his necessities but for transcending and showing of his success and social position. For obtaining this goal, just goods are suitable for consumption that could be exposed and complimented by others. On the other hand, conspicuous consumption of valuable goods is an instrument to preserve of individuals esteem or to obtain upper social position and this way distinguish themselves from others. So conspicuous consumption for having diverse results; for instance, rising of competition and social separation, is one of the serious debates in sociology. In this research, it has been tried to study conspicuous consumption and its effective causes. This research consists of individuals more than 18- 65 ages in the Tehran city. Sample size in this survey including in 100 numbers and its sampling has been done on simple random sample so. In this research, due to assaying the relations of mentioned variables in theoretical framework, survey method and questionnaire instrument for information gathering have been used. The results of survey show that variables of economic capital, habits, taste and mass media are effective causes on conspicuous consumption. On the other hand, the variable of economic capital directly and variables of habits, taste and mass media indirectly and via taste affect consumption. In addition, the results of linear regression shows that among of independent variables in research only the variables of cultural capital, sex and basis of conspicuous consumption could reach to model, therefore the cultural capital has the most effect on conspicuous consumption.