May 25, 2024
Shahrbanoo Yadollahi

Shahrbanoo Yadollahi

Academic Rank: Assistant professor
Address:
Degree: Ph.D in Business Management(Marketing)
Phone: 07731222110
Faculty:

Research

Title
Arrogant consumer behavior and its causes: a mixed approach (phenomenological and quantitative)
Type Thesis
Keywords
رفتار متكبرانه، مصرف كننده، خريد متكبرانه، مادي گرايي، تاييديه اجتماعي، خودنمايي، برتري جويي، رويكرد پديدارشناسي، بازار تلفن همراه
Researchers Seyed Yaghoub Hosseini (Primary advisor) , Shahrbanoo Yadollahi (Advisor)

Abstract

Objective: consumer Arrogance (CA) is one of the studied topics in consumer behavior, which has not been sufficiently studied in the marketing literature. This research was conducted to give meaning to and shape the experience of Iranian consumers in this field. This research investigates the concept of consumer Arrogance (CA), its dimensions, and the influencing factors on this structure. Method: Methodology: The philosophical orientation of this research uses the interpretative paradigm that was conducted using a combined (qualitative and quantitative) method. At first, a phenomenological approach was used to conduct this research. The data collection method is an in-depth and semi-structured interview. The field of study in this research was mobile phone users. For this purpose, the data of 13 participants were collected. After conducting the interview and reaching the theoretical saturation point, a model was set for consumer arrogance. To test the model based on a quantitative method. The opinions of 201 mobile phone users were collected through a questionnaire and evaluated through Spss and Smart-Pls3 software. Findings: The clustering of themes and sub-themes shows that ten main themes and 21 sub-themes have been identified. These themes are categorized into the dimensions of consumer Arrogance (CA) and the influencing factors on consumer Arrogance (CA), which were fitted and confirmed using statistical methods. Conclusion: The clustering of the themes shows that the structure of CA consists of five dimensions: Exhibitionism-based purchasing, uniqueness, superiority, Consumer bragging, and brand-oriented purchase. Also, the findings show that materialism, the desire to be accepted in a higher social class, social approval, the desire to influence others, and the sense of being up-to-date affect the consumer's Arrogant.