NOWRUZ AND CONSUMPTION: EXAMINATION OF CONSUMPTION RITUALS OF NOWRUZCONCERNING GENERATION GROUPS PJAEE, 17 (7) (2020) NOWRUZ AND CONSUMPTION: EXAMINATION OF CONSUMPTION RITUALS OF NOWRUZCONCERNING GENERATION GROUPS Maryam Rahmani1*, Mohammad Rahim Esfidani2, Seyed Abolghasem Mira3, Tahmoores Hasangholi Poor Yasoori4 1*Ph.D. Student in Business Management, Kish International Campus, University of Tehran,Kish, Iran. 2Assistant Professor in Management, Faculty of Management, University of Tehran, Tehran, Iran. 3Assistant Professor in Management, Faculty of Management, University of Tehran, Tehran, Iran. 4Professor in Management, Faculty of Management, University of Tehran, Tehran, Iran. 1*
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[email protected] Maryam Rahmani, Mohammad Rahim Esfidani, Seyed Abolghasem Mira, Tahmoores Hasangholi Poor Yasoori. Nowruz and Consumption: Examination of Consumption Rituals of Nowruzconcerning Generation Groups-- Palarch’s Journal of Archaeology of Egypt/Egyptology 17(7), 5549-5567. ISSN 1567-214x Keywords: Rituals, Nowruz, Consumption Rituals, Generational Groups. ABSTRACT The purpose of this study is to analyze the consumption behavior in the ritual situation of Nowruz according to the three generational groups of the 30s and 40s(50s and 60s, 70s and early 80s(according to the solar calendar).The research method is descriptive case study.The data collection method is interviews with 13 participants (8 females and 5 males) from three different generation groups who were selected using the snowball