Phenomenological Understanding of Women Lived Experience in Conspicuous Consumption

Subject Areas : Quarterly Journal of Woman and Society

reyhaneh mosavi ¹ , hossein moeini ² , vahid sharafi ³

1 - MSc. Business Management Management,Hazzrat-e Masoumeh University,Qom,iran.
2 - Assistant Professor, Department of Management, Hazzrat-e Masoumeh University,Qom,iran.
3 - Assistant Professor, Department of Management, Hazzrat-e Masoumeh University,Qom,iran.

Received: 2023-02-17 Accepted : 2023-10-30 Published : 2024-01-21

Keywords: Consumption, Consumerism, Conspicuous Consumption Phenomenology,

Abstract :

The purpose of the research is to understand the phenomenological experience of women in theatrical consumption.

Research Methodology: In terms of method, except qualitative research, in terms of approach, exploratory, in terms of goal, applied, in terms of paradigm, except interpretivism and its analysis method, Claesian phenomenology. The statistical population of the research is Isfahani women aged 25-35 who have experienced dramatic consumption in the field of beauty services. To select the participants, a judgmental purposeful sampling method was used and interviews were conducted with 20 people following the rule of theoretical saturation. The data collection tool is semi-structured in-depth interview. The validity and reliability of the findings were checked using methods such as bracketing, revisiting the participants and checking the research themes with expert academic researchers.

Results : The data collection tool is a semi structured in depth interview, then the findings of this research were identified in twenty six general themes, which are: expectations of the opposite sex, marital concerns, Family pressure, Pretentious atmosphere of kinship, group pressure of friends, influence of the reference group, having a fashionable lifestyle, improving interactions, advertising bombardment in cyber space, theatrical atmosphere in the university, society's orientation towards beauty services, following fashion, job requirement, speeding up personal administrative affairs, better marketing of products, gaining social prestige, showing high economic power, Getting financial benefits, childhood wishes and hopes, magician prescription, perfectionism, domineering personality, low self-esteem treatment, Escape from sarcasm and ridicule of others, High excitement, personality disorders- mental

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