Social Class and Consumer Behavior
Social Class and Social Status
n Status is frequently thought of as the relative rankings of members of each social class
n wealth
n power
n prestige
Status Consumption
The process by which consumers actively increase their social standing through conspicuous consumption or possessions
Convenient Approaches to
Social Class
n Social status is usually defined in terms of one or more of the following socioeconomic variables:
n Family Income
n Occupational Status
n Educational Attainment
Social Class Measurement
n Subjective Measures: individuals are asked to estimate their own social-class positions
n Reputational Measures: informants make judgments concerning the social-class membership of others within the community
n Objective Measures: individuals answer specific socioeconomic questions and then are categorized according to answers
Objective Measures
n Single-variable indexes
n Occupation
n Education
n Income
n Other Variables
n Composite-variable indexes
n Index of Status Characteristics
n Socioeconomic Status Score
Table 11.9 continued
What is Middle Class?
n The “middle” 50% of household incomes – households earning between $25,000 and $85,000
n Households made up of college-educated adults who use computers, and are involved in children’s education
n Lower-middle to middle-middle based on income, education, and occupation (this view does NOT include upper-middle which is considered affluent)
What is Working Class?
n Households earning $34,000 or less control more than 30% of the total income in the U.S.
n These consumers tend to be more brand loyal than wealthier consumers
Consumer Behavior and
Social Class
n Clothing, Fashion, and Shopping
n The Pursuit of Leisure
n Saving, Spending, and Credit
n Social Class and Communication