DO YOU REALLY NEED IT? A QUALITATIVE STUDY OF CONSPICUOUS CONSUMPTION IN RELATION TO SELF-IDENTITY Degree of Master of Science in Retail Management SMMM 20 Service Management Lund University Author: Marco Bojic Olsson Supervisor: Christer Eldh Abstract 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 investigates what role conspicuous consumption have on their self-identity what has enabled and aided conspicuous consumption in the way we are seeing today. A qualitative study consisting of twelve semi-structured interviews was conducted where convenience sampling was chosen in order to contact people that could participate in these interviews. The findings show that conspicuous consumption have an impact on self-identity, where it can create something artificial for them in order to achieve their ideal self. Consumers are not as tied to localities and traditions as they were before, resulting in increased purchases of luxury goods. Specifically, this leads to many consumers looking for more refined items that are align with their self-image. Self-identity is reflexive, creating an intense and rapid impulse of change within modern institutions and the structured reflexivity of social life, which means that nothing can be taken for granted on either the level of day to-day life possibilities. Conspicuous consumption works as a tool to make it easier for individuals to develop their self-identities reflexively accordingly to what the societal norms and expectations are of a consumer. In addition, the data suggests that individuals do not passively accept their self-identity but rather make it what it needs to be and constantly reforming it, where modern consumption has gone from the physicality of consumption to the conspicuity of preferences. In the pursuit of self-identity, consumers seek validation from other peers also whilst maintaining their consumption of conspicuous goods. This creates a loop where the respondent feels the need to buy the goods that other people buy to fit in and create a sense of belonging, having an effect on who they perceive themselves to be. Consumers today have been able to see conspicuous consumption be enabled by globalization, technology, mediated experiences, increased symbolic value of a product and the adherence of social groups and this is all due to the need of status seeking. With the status that luxury goods hold and the desire to attain these products in order to affirm their own sense of self, the more likely it will be that they consume in a conspicuous manner. 1 Acknowledgements Several people have helped me to accomplish this paper; without them, it would have been difficult if not impossible. First of all, I would like to thank my supporting supervisor Christer Eldh, who guided me throughout the process with constructive criticism and hands-on advice, which led to me getting a deeper insight and understanding about the process of writing a thesis. I would also like to extend thanks to several faculty members at Lunds University for giving me advice on matters great and small. Furthermore, I am highly grateful towards all the interviewees who generously shared their time and thoughts with me. They made the study to what it is now and for that, I will always be thankful. Lastly, I would like to give big thanks to my family who were as supportive as ever, helping me to cope with the stressful moments and celebrating the good ones. This led to me being able to finish the paper, even when there were sometimes thoughts of not finishing it. 2 Table of Contents 1. Introduction .......................................................................................................................... 6 1.1 Background ......................................................................................................................... 6 1.2 Problematization ................................................................................................................ 8 1.3 Research question and aim .............................................................................................. 11 1.4 Limitations ........................................................................................................................ 12 1.5 Road map .......................................................................................................................... 13 2. Methods ............................................................................................................................... 13 2.1 Methodology ..................................................................................................................... 13 2.2 Interviews .......................................................................................................................... 15 2.3 Sampling ............................................................................................................................ 18 2.4 Analysis and interpretation ............................................................................................. 20 2.5 Literature research .......................................................................................................... 21 2.6 Problems encountered ...................................................................................................... 21 2.7 Trustworthiness ................................................................................................................ 22 2.7.1 Credibility .................................................................................................................. 22 2.7.2 Transferability ........................................................................................................... 22 2.7.3 Dependability ............................................................................................................. 23 2.7.4 Confirmability ........................................................................................................... 23 2.8 Ethical considerations ...................................................................................................... 23 3. Theoretical framework ...................................................................................................... 24 3.1 Materialism ....................................................................................................................... 24 3.2 Bourdieu and different types of capital .......................................................................... 25 3.2.1 Social capital .............................................................................................................. 26 3.3 Conspicuous consumption ............................................................................................... 27 3 3.4 Self-identity ....................................................................................................................... 29 3.4.4 Self-image congruency ............................................................................................... 30 3.5 Theoretical appliance ....................................................................................................... 31 4. Analysis ............................................................................................................................... 33 4.1 The emergence of an extended self by consuming conspicuously ................................ 33 4.2 Identity consistent with objects that are more refined ................................................. 36 4.3 Fostering of new identities with conspicuous consumption .......................................... 39 4.4 Capitalizing on a paradigm shift in the society ............................................................. 42 4.5 Peer pressure and conspicuous consumption ................................................................ 45 5. Discussion and conclusion ................................................................................................. 48 6. Theoretical contribution .................................................................................................... 52 6.1. Methodological strengths and weaknesses .................................................................... 53 7. Research contribution and future research ..................................................................... 54 Reference list ........................................................................................................................... 56 Appendix ................................................................................................................................. 63 1. Interview guide ............................................................................................................... 63 4 List of Figures Figure 1 Collected information about the respondents ...................................................... 19 Figure 2 Linkage of the different theories and how they relate to each other .................. 32 5 1. Introduction In this opening section, the outline of the research background will be presented, followed by the research questions, the scope and purpose of the study and a disposition for the entire paper. 1.1