Designing and measuring the model of consumer arrogance and its causes: a mixed method

Hosseini, Seyedyaghoub; Yadollahi, Shahrbanoo; Lotfi, Minoo

doi:10.22034/cbsj.2024.63582

Designing and measuring the model of consumer arrogance and its causes: a mixed method

Document Type : Original Article

Authors

¹ Associate Professor, Tarbiat Modares University

² Assistant Professor-Persian Gulf University

³ Student of Business Management, Persian Gulf University

10.22034/cbsj.2024.63582

Abstract

Consumer Arrogance (CA) at the time of purchase does not have the same meaning in different cultures and factors can affect its formation. Therefore, to fill the theoretical gap, the current study has addressed the concept of consumer Arrogance in Iranian society to give meaning and shape. To achieve this goal, the lived experience of consumers purchasing a mobile phone as a luxury product was investigated.
The research method is mixed (qualitative and quantitative). In the qualitative method,, In-depth and semi-structured interviews were conducted with 13 people from the Purposive sampling method until reaching theoretical saturation. 201 questionnaires were collected from mobile phone users using the convenience sampling method. Then, the phenomenological approach and structural equation modeling were chosen to analyze the data.
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 and the influencing factors of consumer arrogance. The clustering of the themes shows that the structure of consumer arrogance consists of five dimensions: Exhibitionism-based purchasing, uniqueness, superiority, Consumer bragging, and brand-oriented purchasing. 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. The results of the quantitative method also confirmed the relationships in the model. The finding plays a vital role in understanding consumer arrogance and predicting how it will react to the companies' marketing strategies.

Keywords