DO YOU REALLY NEED IT? A QUALITATIVE STUDY OF CONSPICUOUS CONSUMPTION IN RELATION TO SELF-IDENTITY
Conspicuous consumption has been steadily growing and possess considerable functions in creating and expressing consumers’ self-identities. Conspicuous consumption is something that plays a large part in the consumers lives due not only the visible exchanges but also the symbolic value that it brings and creates a reciprocity between consumers self-identity and conspicuous consumption. This study
