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1、Chapter13 IncomeandSocialClass CONSUMERBEHAVIORFourthEditionMichaelR Solomon IncomePatterns TheaverageAmerican sstandardoflivingcontinuestoimproveandcanbelinkedto Women srolesintheworkplace womenareobtainingmorehigh payingoccupations andIncreasesintheattainmentofeducation collegegraduatesearn50 more
2、thanhighschoolgrads Consumerdemandforgoodsandservicesdependsonabilityandwillingnesstobuy DiscretionaryIncomeisthemoneyavailabletoahouseholdoverandabovethatrequiredforacomfortablestandardofliving Consumerstendtoequatemoneywithsecurityandcomfortandtheyareanxiousaboutholdingontowhattheyhave ConsumerCon
3、fidence Consumers beliefsaboutwhatthefutureholdsisanindicatorofConsumerConfidence Reflectstheextenttowhichpeopleareoptimisticorpessimisticaboutthefuturehealthoftheeconomy Whenpeoplearepessimisticabouttheirprospects theytendtocutbacktheirspendingandtakeonlessdebt Whentheyareoptimisticaboutthefuture t
4、heytendtoreducetheamounttheysave takeonmoredebt andbuydiscretionaryitems SocialClass SocialClassisDeterminedbyaComplexSetofVariables Including Income FamilyBackground andOccupation SocialClassInfluences SocialStratification AchievedStatusEarnedThroughHardWork AscribedStatusObtainedThroughLuckorInher
5、itance SocialStratificationReferstotheCreationofArtificialDivisionsInaSocietyby ClassStructureintheU S Upper Upper0 3 Lower Upper1 2 Upper Middle12 5 MiddleClass32 WorkingClass38 LowerButNotLowest9 RealLower Lower7 AccesstoResourcesSuchAsMoney Education andLuxuryGoods SocialMobility SocialMobilityRe
6、ferstothePassageofIndividualsFromOneSocialClasstoAnother UpwardMobility DownwardMobility ComponentsofSocialClass EducationalAttainment OccupationalPrestige Income RelationshipBetweenIncomeandSocialClass Therelationshipbetweenincomeandsocialclass Moreincomedoesn tnecessarilyresultinincreasedstatusorc
7、hangedconsumptionpatterns Incomepredictspurchaseofexpensiveproductswithoutstatus i e majorappliances Socialclasscanpredictthepurchaseoflowtomoderatepricedsymbolicproducts i e cosmetics Bothsocialclassandincomeareneededtopredictpurchasesofexpensive symbolicproducts i e cars homes MeasurementofSocialClass ProblemsWithMeasuresofSocialClass ChangesinFamilyStructure StatusInconsistency WomenandSocialClass IncreasingAnonymity HowSocialClassAffectsPurchaseDecisions TargetingDifferentIncomeLevels LuxuryProductsAreImportant OldMoney Consumers StatusSymbols ModernPotlatch ParodyDisplay
