| Drawing upon existing literature, this paper briefly discusses aspects of conspicuous consumption. Analysis of the construct has been done in the perspective of changing capitalist structure and dominating socio-philosophical ideologies, especially postmodernism. Effort has been made to extend the original concept and propose necessary refinement and integration of relevant concepts to enable a meaningful, holistic, and contemporary interpretation of the said construct. This paper examines different aspects of consumer behavior, helps to generate some important directions for future research in the field, and also discusses these issues in the context of the transitional socio-economic background of India. |