Investigating the dramatic consumption model on consumer behavior in communities and markets

Document Type : Original Article

Authors

1 PhD student in Business Management, Islamic Azad University, Ajab Shir Branch, Ajab Shir, Iran

2 Assistant Professor, Department of Business Management, Islamic Azad University, Ajab Shir Branch, Ajab Shir, Iran

3 Assistant Professor, Department of Business Management, Bonab Branch, Islamic Azad University, Bonab, Iran

Abstract

Today, we are the mother of the amazing siege of the consumption of goods and material things. Although before, the consumption of various goods was in line with economic needs. To achieve this, there are goods for consumption that can be exposed to the eyes of others and in this way to arouse the admiration of others. In other words, the theatrical consumption of goods is a symbolic act whose main purpose is to draw attention to others. The present study aims to identify the factors affecting theatrical consumption and develop the process of dramatic consumption of products in the market by marketers to meet the needs of consumers. This research is applied in terms of purpose and in terms of exploratory method and has been done with the help of meta-combined qualitative research method and content analysis by conducting exploratory interviews, participatory observations and reviewing related articles, after studies in the field of consumption. 11 main themes and 24 sub-themes were introduced demonstratively and during the step-by-step stages of content analysis.

Keywords

Political Sociology of Iran
Volume 2, Issue 4 - Serial Number 8
August 2020
Pages 898-921

Files

Share

How to cite

Statistics