Social Changes of Distinction and Costs of Body Management with Grounded Theory Approach (Case study; Gorgan women)

The purpose of this study is finding out the women’s motivation  of accepting high costs of body management, the study is done with the qualitative approach and grounded theory method. Data collection method was unstructured interview, which was done with 15 women in Gorgan who had experience of body management. To choose the interviewees, the targeted sampling method was used, which requires sequential sampling called snowball.  The results showed that the acceptance of body management costs is caused by family support, the compelling power on the family and rejection of the status of an adult woman. The effective factors on the acceptance of the body management costs are feeling humiliated, advertisement, following media, doctors’ role and social comparison.  Having access to personal financial resources, lower position of women in the society and a way of compensating other weaknesses are of effective factors on the acceptance of body management costs which will lead to searching to find surgeons and barbers, spending time to find body management centers and getting the other people to confirm. The results of such actions and reaction is being distinct, gaining personal identity, seeking superiority, vertical mobility of social classes and the promotion of self- confidence.