Abstract

Background

This thesis concerns itself with the ideology that consumers possess the ability to falsify their social class via adverse methods of consumption. In recent years there has been an exponential growth in consumers using buy now pay later services as well as purchasing counterfeit goods. This research aims to consider these methods of accessing goods in the context of falsifying social class. As well as explore the perceived motivational factors for such behaviour. Drawing from seminal literature (Bourdieu, 1984; Veblen, 1967; Goffman, 1956), this research builds upon the pre-existing foundations of consumption and social class, but it will also explore falsified behaviour, an area significantly lacking. This research critically explores the falsification of social class, the perceived motivating factors influencing this behaviour as well as explore the methods available to successfully falsify social class (adverse methods, including debt and counterfeit consumption).

By exercising a mixed methodology, encompassing an equally weighted sequential data collection using online questionnaires (146 responses) followed by online mini focus groups (14 participants), this research intends to contribute to the existing literature by exploring the falsification of social class within the geographical context of the United Kingdom. This research lends its conceptual framework to The Theory of Planned Behaviour (Ajzen, 1985) with the development of the Framework of Consumer Behavioural Fallacy. By doing so, the perceived motivational factors, methods of falsifying class and risks associated by doing so may be mapped with the overall aim to pay recognition to this behaviour which is becoming increasingly prevalent.

Context

Based upon the above, this thesis explores consumer behavioural fallacy in terms of falsifying social class via adverse methods such as buy now pay later and counterfeit consumption. Whilst this researcher aims to highlight this behaviour it also aims to understand why this behaviour occurs. The Framework of Consumer Behavioural Fallacy (FCBF) has been developed to explore the perceived factors influencing and impacting a consumer’s desire to falsify their social class via adverse methods of accessing goods.

Methodology

This research exercises a mixed methodology underpinned with a pragmatic philosophical stance, starting with questionnaires followed by online mini focus groups. The questionnaire consisted of both quantitative and qualitative data allowing for the collection of demographic data as well as data regarding personal beliefs, attitudes, and opinions regarding the ideology of faking social class. Following from the questionnaires (146 viable responses), semi-structured mini online focus groups (14 participants) were conducted to further explore the subject area. As this study is based within the UK but not specific to an area, all participants were UK based and ranging ages between 18-65+. To analyse the data, appropriate methods were exercised including Chi-Square analysis and thematic analysis and coding.

Analysis

The results gathered from the mixed method analysis proved enlightening in terms of understanding the perceive motivating factors influencing an individual to falsify their social class. The findings drew attention to both internal and external motivational factors that were recognised to differ depending on age and gender as well as draw attention to the perceived risks believed to be associated with both adverse methods of accessing goods and falsifying social class.

Contribution to knowledge

Therefore, this research provides an original contribution both theoretically and practically through the development and application of the Framework of Consumer Behavioural Fallacy, which drew attention to the ability consumers possess to falsify their social class, the perceived motivating factors to do so as well as the methods available and any perceived risks. Considering the practical contributions, this research contributes to the general urge to all BNPL services to further examine the regulations associated with the attainment of debt.