A theoretical and applied study on conspicuous consumption: A sample from Pamukkale University

ABSTRACTA theoretical and Applied Study on Conspicuous Consumption:A sample from Pamukkale UniversityPınar GÜNERGazi University, Institute of Social Sciences, the Department of Public Relations and Advertising Master Thesis, February 2011Advisor : Associate Professor Serdar ÖZTÜRKConspicuous Consumption enables consumers in a socioeconomically classified society to display their identities and social status through their products they have consumed. In this regard conspicuous consumption fulfills its function as a means of social communication.In this study, the place of conspicuous consumption in a consumption society, theoretical studies on conspicuous consumption, factors which generalize conspicuous consumption and the relation between the term conspicuous consumption and alienation and also the relation between conspicuous consumption and the youth have been analyzed. In the theoretical part of the study, books and articles of local and foreign scientists have been used.The aim of this empirical study is to reveal the role of conspicuous consumption in the consumption behaviors of both the youth on general purpose and of the students in Pamukkale University on special purposes. For this purpose, questionnaire forms have been prepared and information related to conspicuous consumption has been collected from the students. The acquired data have been analyzed by means of SPSS statistics program.As a result of this study, it has been found that conspicuous consumption is a determinant in consumption behaviors of students. It has concluded that students have connected commication people by their comsuption products and services, conspicuous consumption has been pressure mechanism for individuals being same social class, youngs have became alienation themselves and products they consume by conspicuous comsuption, youngs have generated tah identities can be bought by conspicuous comsuption.Key words: Conspicuous Consumption, the Strategies of Acquiring a Status, Alienation, the University Students