Social Dimensions and Conspicuous Consumption :an Analytical Study

Abstract

The Consumption of Conspicuous is a social process and is influenced by the social environment. Society is going through a social situation that requires the adoption of a spending direction that is compatible with the new era. Social factors direct individuals' consumption. The main question of the research is what role do social dimensions play in the Consumption of Conspicuous? From this perspective, the objectives of the study are to understand the role of social status in the Consumption of Conspicuous. Demonstrate the role of (social pressures, social and cultural expectations) in the Consumption of Conspicuous. In this study, the researcher tries to reveal the role of social dimensions and the Consumption of Conspicuous. Therefore, the research relies on the analytical method to analyses the social dimensions of Conspicuous Consumption. The most important results showed:

• Social status plays a role in Conspicuous Consumption. Individuals coordinate their consumption with upper-class groups to display, maintain, or gain social status.
• Social pressures and social and cultural expectations play a significant role in Conspicuous consumption. Under the influence of social pressures, individuals adjust their consumption to conform to social values, which indicate success and respect.
• The emergence of the role of spending incentives, especially among low-income groups, prompts individuals to adjust their consumption to meet societal values ​​and expectations.