Identifying the Mental Pattern of Housing Demand by Grounded Theory: The Cognitive Science Approach

One of the main challenges of housing demand is the optimal selection of housing that almost everyone faces. A model that can measure the role and impact of all factors affecting the demand for housing is not presented unambiguously and has not been dramatically formulated explicitly. Considering the centrality of budget, behavioral and control factors in housing demand, the present study seeks to explain and design the mental pattern of consumer demand, capital and housing leases with a cognitive and behavioral approach in Tabriz. The present study is based on the qualitative approach and using the grounded theory method. The data collection method was semi-structured interviews. In order to collect information, an interview was carried out using a targeted sampling method with 12 experts in the field of housing. Data analysis was performed in three stages: open coding, axial coding, selective coding, and a qualitative research model has been designed. The results of this study indicate that extraction of more than 250 codes, along with an inventory of more than 20 concepts and 4 categories, are presented in the form of a paradigmatic model including budget constraints as axial categories and causal conditions (as reasons for selection), underlying factors (physical factor) and interventional conditions (control and behavioral factors).