Chapter 14: Social Class

Influences on Consumer
Behavior
What factors determine social class?
Income?
.
.
Other factors

Social Class Index

Social Class Impact on Consumption
Conspicuous Consumption-acquisition and display
of goods to show off ones status
Keeping up with the Joneses
Examples?

Conspicuous Waste-Visibly buying products that

one never uses
Examples?

Compensatory Consumption-Buying products to

offset frustrations or difficulties in life
Examples?
US Social Classes
Upper Class
Upper-Upper (.3%): inherited wealth, aristocratic
Lower-Upper (1.2%): newer social elite, professionals, corporate
leadership
Upper-Middle (12.5%): college graduate managers and
professionals, private clubs, the arts, etc.
Middle Class
Middle Class (32%): Average pay white collar, blue collar, live
on the better side of town.
Working Class (38%): Average pay blue collar, working class
lifestyle
Lower Class
Lower (9%): working, just above poverty
Lower-Lower (7%): on welfare, poverty stricken, out of work or
dirtiest jobs
Group Activity
Assume you are a travel agent selling vacation
packages to different social classes.
Discuss and create a plan for:
(1) vacation packages to offer (destination,
accommodations, food, etc.)
(2) advertising and appeals used
(3) media location
Do this for (a) upper class, (b) middle class, and (c)
working class.
Discuss if YOUR product is better suited for
upper, middle, or working class and why.
Write down your ideas and be prepared to share
with the class.