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Effort in studying the phenomenon of conspicuous consumption can be adequately justified by the concept's near universality and timelessness. The Theory of Veblen presents conspicuousness as a purposive conduct in which status considerations predominate. His opinion regarding individuals' efforts "To excel in pecuniary standing" indicates his positioning of conspicuous consumption as consumers' deliberate, conscious activity to achieve the objective of status enhancement. The everyday experience suggests that the nature of Conspicuous Consumption (CC) is going through a change, which remains largely unaddressed by the extant literature.
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