Thematic analysis of consumption patterns of paintings (Case study: Shiraz, 1399)

Consumption of different goods has different functions and meanings for each particular person in each particular society. Consumers’ experiences in the field of works of art also offer different meanings to consumers and help them to construct their own identity. In this paper, the methods of using works of art (paintings) have been studied. The data collection technique was in-depth interview and the participants were selected based on theoretical sampling method and the findings were analyzed through thematic analysis. For the adequacy of the sample, the thematic saturation criterion was used, which finally 16 people participated in this study. Findings indicate that in the use of paintings in addition to aesthetic and economic values, identity value has also been considered by individuals. In fact, freedom of consumption has led to the freedom to choose a personal identity and to accept an image and talent in accordance with personal preferences, which is formed by the consumption and display of certain objects that have cultural significance.