The role of perceived social class and the need for approval in explaining conspicuous consumption

This study seeks to answer the question: "Can conspicuous consumption behavior be explained by the need for approval and perceived social class?" In this context, the concept of conspicuous consumption, its definition, and the factors that influence it are briefly explained through a literature review. For the study model, hypotheses were developed based on previous research and analyzed using a survey method. Subsequently, the effects of psychological factors such as consumers' need for approval and perception of social class on conspicuous consumption behavior were examined. The aim of this study is to investigate the relationship between conspicuous consumption and the concepts of need for approval and perceived social class, as well as any possible effects. Understanding the relationship between these concepts will help identify factors that may influence consumer behavior. This research is a quantitative study that aims to reveal how conspicuous consumption can be explained by the need for approval and perceived social class, and to explore its potential effects in terms of consumer behavior. Due to its quantitative nature, data were collected through surveys and tested using the SPSS software. The study found a positive and significant relationship between conspicuous consumption, perceived social class, and the need for approval. Additionally, it was found that the need for approval plays a partial mediating role in the effect of perceived social class on conspicuous consumption, and that self-esteem plays a full moderating role in the effect of the need for approval on conspicuous consumption. Keywords: Conspicuous Consumption, Perceived Social Class, Need for Approval