Modeling conspicuous consumption based on human capital using Grounded Theory

There is a consensus over the concept of conspicuous consumption as a type of luxury consumption. Despite a very few number of Iranian marketing scholars, most previous studies focused on the nature of the phenomena and not the process nor multi-dimensional aspects of affecting factors. Present study aims to design and explain the conspicuous consumption and the characteristics of the related products as a process that leads to identify affecting factors, strategies and the consequences. Systematic grounded theory was used . Population includes related academics, experts and sales mangers. Participants were selected by theoretical sampling method and data were collected through semi-structured interviews until theoretical saturation. 11 interviews were conducted, codes were analyzed and finally the concepts and categories were extracted. Data analysis based on categorization of 711 codes and 3 coding stages showed that the final model includes 6 dimensions, 22 sub-categories and 92 main concepts. Ostentation, gaining respect, unfulfilled needs, brands, advertisement, reference group, personal traits, wealth gap, luxury counterfeit consumption and susceptibility to interpersonal influences are the most mentioned. Conspicuous consumption process includes different sets of multi-dimensional components. Results showed that individual and social reasons play important roles in shaping conspicuous consumption. these reasons in bounding with main phenomena led to a class of actions in order to provide informational and financial resources. In the next step, these strategies are used for acquisition of conspicuous products by purchasing them or providing through others. Consumption of these products also have consequences in various fields,